Japan launches youth idea contest to increase alcohol consumption

In Japan, the government has launched a business idea competition to increase tax revenues, which are declining due to declining alcohol consumption, especially among young people.

Launched by the National Tax Administration, Sake Viva! As part of the (Long live Sake!) campaign, entrepreneurs aged 20 to 39 were asked about innovative business ideas to reinvigorate alcoholic beverages, which have fallen out of popularity among young people due to a change in habits.

The competition, which will last until September 9, asks for new product and design ideas, as well as ways to encourage consumption at home. Participants were also asked to develop sales and marketing ideas using the metaverse world.

The tax office announced that the annual per capita consumption of alcohol, which was an average of 100 liters in 1995, decreased to 75 liters in 2020. This further pushed the budget, which had a deficit of more than $300 billion.

In the Far East country, the share of taxes on alcoholic beverages in total taxes decreased from 5 percent in 1985 to 3 percent in 2011 and to 1.7 percent in 2020.

Emphasizing that the changing habits and the practice of working from home with the pandemic have reduced the frequency of drinking outside of their colleagues, the authorities state that they expect the new normal to continue to hit tax revenues.

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