Japanese Government Faces Backlash After Encouraging Young People To Drink More Booze

This picture taken on August 1, 2020, shows a non-alcoholic drink placed on a table as Rei Azezaki, 21, visits a bar in Tokyo. – At a trendy Tokyo cocktail bar, customers sip on brightly coloured beverages with sophisticated flavour profiles, designed for a small but growing market in hard-drinking Japan: teetotallers. (Photo by PHILIP FONG/AFP via Getty Images)

In a move that has been criticized by many, Japan’s National Tax Agency has launched a campaign called “Sake Viva!” which encourages young people to drink more alcohol.

The agency is facing backlash from members of the public who argue that the government should not be dictating lifestyle choices. In recent years, brewers in Japan have struggled in the wake of a decline in alcohol sales due to growing health-consciousness among consumers and changing tastes among the young.

JUST IN: Japan’s national tax agency has stepped in with a “Sake Viva!” campaign to devise a strategy to make drinking more appealing – and thereby boost the industry and economy. pic.twitter.com/8cjI4J78ZX

— BNN Japan (@BNNJapan) August 18, 2022

According to BBC, The “Sake Viva!” campaign hopes to develop a plan to make drinking more attractive – boosting the industry. The contest asks 20- to 39-year-olds to share their business ideas to kick-start demand among their peers – whether it’s for Japanese sake, shochu, whisky, beer or wine.

The group running the competition for the tax authority says new habits – including those formed during the COVID-19 pandemic – and an aging population has led to a decline in alcohol sales. However, the group is hopeful that by coming up with new and innovative ideas, it will be able to revive interest in drinking among young people.

“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,” the “Sake Viva!” website 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.”

Unsurprisingly, however, the reception to the competition hasn’t been all that warm. Consumers have taken to Twitter to push back against the government’s push for unhealthy habits.

Boycott #sakeviva

— ASAP CHITO (@asapchito) August 19, 2022

Laughing happy drunken people.

Japan’s tax authorities have not yet realized that it is them that were laughed at by the world.

Next step? Probably lower the tax rate, increase alcohol consumption, and maximize the tax revenue.#サケビバ #sakeviva https://t.co/5ctFZl2q5p]

— Shigesaburo Okumura @NikkeiAsia (@ShigesaburoO) August 19, 2022

#Bankruptcy and #recession in line with the #USA, #Japan is launching a #Saké Viva campaign for 20-39 year olds to rediscover the taste and consumption of #alcohol. As with #covidism, it’s not about #health but about finding #money and preventing #revolt. pic.twitter.com/M6gyiCl9ux

— upgradepc (@upgradepcfr) August 19, 2022

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