Recently, Japan has become world news due to an unusual campaign carried out by the Government to encourage alcohol consumption among its younger population. This arises as a result of a decline that its economy is suffering due to lack of income.
Also read: Expensive? These are the prices of the new Ramiro Meneses restaurant
Is about Sake Viva!a program created by the National Tax Agency with the purpose of “revitalizing” the nation’s liquor industry. The campaign was launched last July, but it is not until now that it gains strength, after it went viral on international networks and media.
As reported by the newspaper The Japan Timesthe idea has generated a series of contrary reactions because, although the results could bring economic benefits to the country, many, including the medical union, they have described it as “ridiculous” and “immoral” for promoting such an unhealthy act.
You may also be interested in: A Google plan wants Netflix and Disney Plus to be seen on YouTube
What is the ‘¡Sake Viva!’ contest about?
The program invites participants to submit ideas on how to stimulate alcohol consumption, whether it be sake, shochu, whisky, beer or wine. All kinds of strategies are accepted, from the promotion of products or designs, to the use of artificial intelligence.
The contest’s official website explains that “the national market for alcoholic beverages is shrinking due to demographic changes, such as a declining birth rate and an aging population, and changes in lifestyle due to the impact of Covid-19″.
Proposals will be received until September and the finalists will be invited to an expert consultation in October. After this, a final tournament will be held in Tokyowhere a winner will be chosen to carry out the campaign.
According to data from the aforementioned media and the Tax Agency, Japan collected nearly one trillion yen (about 32 billion Colombian pesos) in taxes for alcohol sales in 2020; about 2% of total tax revenue for the year. A) Yes, revenue was 13% less compared to 2016.