The government
in Japan has launched a new campaign aimed at encouraging youths in
the country to drink more alcohol.
In a blog post,
the country’s National Tax Agency (NTA) said the initiative followed a drastic
fall in tax revenues from alcoholic beverages.
According to the agency, alcohol consumption in the country
fell from an average of 100 litres a person a year in 1995 to 75 litres in
2020.
A report by Japan Times also showed that taxes on alcohol accounted for 1.7% of Japan’s tax revenue in 2020, down from 3% in 2011 and 5% in 1980.
In the statement, NTA said the campaign tagged “Sake Viva!”
is a nationwide competition to get ideas from the youths on how to make alcohol
more appealing to young people in the country.
The government also said the contest, which targets those
between the ages of 20 to 39, will help boost tax revenue from alcohol
consumption.
It added that the coronavirus pandemic, as well as
demographic changes such as declining birthrate and aging population, have
significantly affected the country’s alcohol intake rate.
“The domestic
alcoholic beverage market is shrinking due to demographic changes such as the
declining birthrate and aging population, and lifestyle changes due to the
impact of the new coronavirus infection,” it reads.
“In this project, by asking young people to propose their
own business plans, we will appeal to young people for the development and
promotion of Japanese alcoholic beverages, and at the same time, we will
revitalize the industry by announcing excellent plans.”
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