Japan wants promote alcohol consumption among its youth to improve the country’s economy. A contest known as Long live sake! invites creatives from various areas to think of a campaign to promote the consumption of alcoholic beverages. The campaign, organized by the National Tax Agency, considers technologies such as artificial intelligence or the metaverse to reach the younger generations.
According to the Web competitionthe domestic market for alcoholic beverages is shrinking due to demographic changes. The decrease in the birth rate, as well as the aging of the population, negatively impact the liquor industry. Add to that the restrictions and confinement caused by the COVID-19 pandemic, which forced many bars and taverns to close their doors.
In this project, by asking young people to come up with their own business plans, we will appeal to young people for the development and promotion of Japanese spirits, and at the same time revitalize the industry by announcing excellent plans.
The contest considers new services and promotion methods to stimulate consumption among young people. Among them is the establishment of new sales methods using artificial intelligence or even the metaverse. Because the pandemic has completely changed the way young people have fun or consume alcohol, Viva Sake participants will need to think about ways to attract them considering your new lifestyle.
According to CNN, the sale of alcoholic beverages fell by half between 2019 and 2020. Although the pandemic led to an increase in domestic consumption, young people are the exception. Data from the Japanese Ministry of Economy indicate that only 7.8% of people in their 20s and 30s drink regularly.
The fact that the Tax Agency is in charge of promoting a campaign so that young people become alcoholics is not random. Taxes on alcoholic beverages have been a major source of revenue for Japan. The Ministry of Economy assured that the decrease in consumption habits has an effect on the contraction of the internal market.
Japan wants to return to the glory days when people consumed up to 100 liters of alcohol a year, as happened in 1995. In recent years the figure was reduced to 75 liters and in 2021 tax revenue for this concept reached 1.7 % of the total. The latter is important if we consider that the percentage of income from alcoholic beverages in 1980 reached 5%.
The campaign considers drinks of all kinds, including sake, shochu, awamori or beer. Because Viva Sake is committed to youth, strategists must be between 20 and 39 years of age to participate.
The Japanese also prefer to be virgins
Added to the drop in alcohol consumption, young people are not having sex either. A few years ago it was reported that Nearly a third of Japanese reached the age of 30 with no sexual experience. This has contributed to a considerable decrease in the population.
According to data from the Ministry of Health, Labor and Welfare, the number of births remained below one million in 2016. The long-term forecast is not very encouraging, since the National Institute of Population and Social Security Research believes that Japan will have just 40 million inhabitants in 2065.
Young men not only refrain from drinking alcohol, they also don’t have sex because they find women “terrifying.” For their part, Japanese women say that men prefer to be virgins because “it is easier to watch pornography on the Internet than to ask a girl out.”