Last week Japan’s National Tax Agency, a government entity, called on people to “Sake Viva!” The competition, which invited creative individuals to come up with ideas to promote alcohol consumption among young adults. But this “pro-alcohol” campaign has received negative reactions from both the people of the country and surprises abroad. Does Japan want youth to drink more alcohol? In early July 2022, the National Tax Agency issued “Sec Viva!” started a campaign called To promote the consumption of alcohol in the country.
On the campaign’s website, creative types can submit their suggestions for new services, products, designs, or even suggest new ways to promote sales of sake, whiskey, shocho, as well as beer and wine. Huh.
Regardless, the goal is to appeal to younger consumers to rule the 3.5 billion yen ($2.5 billion) market in 2020. “The domestic alcoholic beverages market is shrinking due to demographic changes such as declining birth rates and an aging population, and lifestyle changes due to the impact of COVID-19,” the campaign site says.
The fall in consumption which represents a loss of revenue for the current government, which relies heavily on revenue from this market to fill its coffers. According to the tax agency, in 2021, Japan earned about $8.1 billion due to taxes related to alcoholic beverages.
Backlash for the campaign
While there is a movement to go alcohol-free or reduce alcohol consumption globally among Gen Z’s, this drinking promotion is not doing well in Japan.
A survey by the country’s health ministry in 2019 found that 29.4 percent of people in their 20s do not consume any alcohol while many (26.5) only drink on rare occasions.
Many people on social networks are upset. The Japan Times reports that the government’s “pro-alcohol” campaign is “generating negative reactions” on the web. Many are pointing to a mixed message from the government, with Japan’s health ministry warning several times in the past against the dangers of excessive alcohol consumption.
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