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HomeHealthJapan launches a contest to induce younger individuals to drink extra alcohol...

Japan launches a contest to induce younger individuals to drink extra alcohol : NPR


The COVID-19 pandemic has hit Japan’s alcohol business exhausting, sharpening a long-running pattern away from consuming. A brand new marketing campaign sponsored by the Nationwide Tax Company hopes to alter that — nevertheless it’s working into sharp criticism.

Philip Fong/AFP through Getty Photographs


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Philip Fong/AFP through Getty Photographs


The COVID-19 pandemic has hit Japan’s alcohol business exhausting, sharpening a long-running pattern away from consuming. A brand new marketing campaign sponsored by the Nationwide Tax Company hopes to alter that — nevertheless it’s working into sharp criticism.

Philip Fong/AFP through Getty Photographs

Younger individuals turning away from alcohol is mostly welcomed as a optimistic pattern. Nevertheless it’s dangerous information each for booze corporations, and governments which can be watching profitable alcohol tax revenues dry up together with the populace.

Japan’s Nationwide Tax Company is clearly involved: It is taking an unorthodox strategy to attempt to get younger Japanese adults to drink extra, in a web-based contest dubbed Sake Viva!

The venture asks younger individuals to submit enterprise plans to lure a brand new era into happening the sauce, saying Japan’s sake, beer and liquor makers are dealing with challenges that the pandemic has made even worse.

Contest runs towards Japan’s non-drinking pattern

Japan’s alcohol consumption has been in a downward arc for the reason that Nineties, in line with the nation’s well being ministry. Previously decade, the federal government adopted a sweeping plan to counter societal and well being issues linked to alcohol, with a deal with reaching the comparatively small portion of the inhabitants who have been discovered to account for practically 70% of Japan’s whole alcohol consumption.

Coronavirus restrictions have saved many individuals from visiting Japan’s izakaya (pub) companies, and folks merely aren’t consuming sufficient at house, the tax company mentioned.

“The home alcoholic beverage market is shrinking as a result of demographic modifications such because the declining birthrate and getting older inhabitants,” in addition to way of life shifts away from consuming, in line with a web site specifically created for the competition.

New merchandise that mirror the altering instances; gross sales that use digital “AI and Metaverse” ideas; promotions that leverage merchandise’ homeland — these are only a few of the concepts the location lists as methods to get Japan’s younger adults to embrace alcohol.

Backlash hits the plan to spice up alcohol companies

The competition is geared toward “revitalizing the liquor business and fixing issues.” Nevertheless it has hit a bitter notice with many individuals on-line, prompting pointed questions on why a authorities that has beforehand inspired individuals to drink responsibly or abstain is now asking for assist in getting younger individuals to drink extra.

Author and journalist Karyn Nishi highlighted the controversy, saying Japan was getting into the wrong way most fashionable governments are pursuing and stressing that alcohol is inherently harmful. As discussions erupted concerning the contest on Twitter, one fashionable remark praised younger individuals who aren’t consuming, saying they consider the social prices imposed by alcohol aren’t outweighed by tax revenues.

Critics additionally questioned the initiative’s value to taxpayers. The competition and web site are being operated by Pasona Noentai, an agriculture and food-related arm of a large Japanese company known as Pasona Group.

The professional-drinking contest will run for months, ending this fall

The Sake Viva! contest is open to individuals from 20 to 39 years outdated, with submissions due on Sept. 9. An e-mail to contest organizers in search of remark and particulars concerning the variety of entries was not answered earlier than this story printed.

Professional-drinking contest submissions that make it to the ultimate spherical might be judged in individual in Tokyo on Nov. 10.

The date underlines the dichotomy many now see within the authorities’s alcohol insurance policies: When Japan enacted the Primary Act on Measures towards Alcohol-related Hurt, it established every week dedicated to elevating alcohol abuse consciousness, with a begin date of Nov. 10.



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