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Japan urges its young people to drink more to boost economy

Japan urges its young people to drink more to boost economy

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Japan's young adults are a sober bunch - something authorities are hoping to change with a new campaign. The younger generation drinks less alcohol than their parents - a move that has hit taxes from beverages like sake (rice wine). So the national tax agency has stepped in with a national competition to come up with ideas to reverse the trend. The "Sake Viva!" campaign hopes to come up with a plan to make drinking more attractive - and boost 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, whiskey, beer or wine. The group running the competition for the tax authority says new habits - partly formed during the Covid pandemic - and an ageing population have led to ...
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