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Japan urges young people to drink more alcohol to boost economy

Japan urges young people to drink more alcohol to boost economy

The younger generation in Japan is drinking less alcohol than their parents, a move that has hit taxes on drinks like sake (rice wine).

The national tax agency has intervened with a national competition to come up with ideas to reverse the trend.

"Sake Viva!" campaign hopes to come up with a plan to make the drink more attractive and boost the industry.

Japan urges young people to drink more alcohol to boost economy

The contest asks 20- to 39-year-olds to share their business ideas to jump-start demand among their peers, whether it's Japanese sake, shochu, whiskey, beer, or wine.

The group running the competition for the tax authority says new habits formed in part during the Covid pandemic and an aging population have led to a decline in alcohol sales.

She wants the contestants to come up with promotions, brands and even advanced plans that involve artificial intelligence.

Japanese media say the reaction has been mixed, with some criticizing the bid for promoting an unhealthy habit. But others have posted strange ideas online, such as famous actresses "performing" as virtual reality hosts in digital clubs.

Japan urges young people to drink more alcohol to boost economy

Contestants have until the end of September to submit their ideas. The best plans will then be developed with the help of experts before final proposals are presented in November.

Faqja e internetit e fushatës thotë se tregu i alkoolit në Japoni po tkurret dhe demografia më e vjetër e vendit krahas rënies së nivelit të lindjeve është një faktor i rëndësishëm pas tij.

Shifrat e fundit nga agjencia e taksave tregojnë se njerëzit pinin më pak në vitin 2020 sesa në 1995, me numra që bien nga një mesatare vjetore prej 100 litrash (22 gallons) në 75 litra (16 gallons).

Të ardhurat nga taksat mbi alkoolin gjithashtu janë tkurrur gjatë viteve. Sipas gazetës The Japan Times, ato përbënin 5% të të ardhurave totale në vitin 1980, por në vitin 2020 arrin në vetëm 1.7%.

Japan urges young people to drink more alcohol to boost economy

Banka Botërore vlerëson se gati një e treta (29%) e popullsisë së Japonisë është e moshës 65 vjeç e lart, përqindja më e lartë në botë.

Concerns about the future of sake are not the only problem it poses for Japan's economy, there are also concerns about supplying younger staff for certain types of work and caring for the elderly in the future.