Japan’s young people are being urged by the state to drink more alcohol to boost the country’s economy.
The national tax agency has launched a “Sake Viva!” competition to come up with ideas to promote drinking among the younger generation and boost revenues.
The authority is concerned at the loss of tax receipts caused by the fact young people in Japan typically drink considerably less than their parents.
The campaign is asking 20- to 39-year-olds to share their business ideas to kickstart demand among their peers.
Official figures show people drank an average of 75 litres a year in 2020 compared to 100 litres in 1995.
Tax revenue from alcohol sales has shrunk from five per cent of total tax receipts in 1980 to just 1.7 per cent in 2020.
The competition runs until September 9 and calls for “new products and designs”.
Ways to promote home drinking are also being welcomed, with entrants encouraged to explore using the metaverse to push sales.
Japan’s health ministry had said it hoped the campaign will also remind people to drink only the “appropriate amount of alcohol”.
