Japan’s young generation is drinking very little alcohol – a development that has now had an impact on taxes on beverages (such as rice wine). At least that’s what the country’s national tax authority thinks, which now wants to boost the economy. That is, with the help of a national campaign under the slogan “Sake Viva” to encourage the consumption of beer, sake, whiskey or wine.
In order to gather ideas for the advertising offensive, Japan’s tax authorities have now announced a contest. By the end of September, people aged 20 to 39 must bring in their marketing ideas that could increase demand among their peers.
eccentric ideas
The advertising company, hired on behalf of the agency, says the Covid pandemic and an aging population have led to a drop in alcohol sales. According to a private research institute, about half of young people do not drink daily.
Japanese media reports mixed reactions: some criticize that it encourages unhealthy consumption habits. Others have posted quirky ideas online, such as famous actresses “acting” as VR receptionists at digital clubs.
Recent data from the tax authority shows that people drank less in 2020 than in 1995, going from 100 liters a year to 75 liters.
Aging population, young sobriety
Alcohol tax revenue has also declined over the years. According to The Japan Times, they accounted for 5% of total revenue in 1980, but in 2020 it will only be 1.7%.
The World Bank estimates that nearly a third of Japan’s population is aged 65 and over. Japan is one of the “oldest” countries in the world.
Concerns about the future of alcohol aren’t the only problem facing the Japanese economy – there are concerns about providing younger workers for certain industries and future care for the elderly.