JTFMax:

Fewer and fewer young people are drinking in Japan.

The Japanese government wants to get young people to drink more alcohol. Yes, you heard me right. Because they consume less than their parents and thus drain the liquor market, the National Tax Agency has launched the Viva Sake competition to change that. There, 20- to 39-year-olds can suggest ideas on how to bring the Japanese to the glass.

A campaign for more 'Kampai' (Cheers in Japanese)!

And, of course, for more tax revenue. Because according to data from the tax authorities, only 75 liters of alcohol were drunk per person in Japan per year - that's a quarter less than 25 years ago. As a result, according to the "Japan Times," the share of alcohol tax in the Treasury has shrunk from five percent to 1.7 percent.

The reasons for the Japanese people's reluctance to drink lie in the covid pandemic and an aging population - at least that's what the consulting firm "Pasona Noentai" says, which organizes the campaign for the tax authorities.

Young Japanese can still submit ideas until September 9th. According to the BBC, some users have suggested, among other things, that famous actresses host virtual parties. Others have criticized the tax agency for promoting unhealthy lifestyles.

The Ministry of Health, on the other hand, announced that the campaign stands for responsible use of alcohol ...