The National Tax Agency (NTA) has a problem with the youth of today: They simply aren’t drinking enough alcohol anymore. According to an independent study, roughly half of young adults in Japan do not — I repeat NOT — even have a daily drinking habit.
Some people might consider this a good thing in that it results in healthier and more productive people less likely to yell at me on a train station platform for no reason. But these are all matters handled by other government agencies. The NTA is all about getting those taxes, of which alcoholic product sales are a rich source.
However, “Drink more, so we can get your money!” is not a great promotional slogan, so the NTA has opened up marketing ideas to the general public in their Sake Viva! contest. Until 9 September anyone between the ages of 20 and 39 can participate alone or in groups of two or three to come up with new sales strategies that would appeal to young adults. Anything is open for consideration, but the NTA mentioned that they’re expecting an emphasis on home drinking and utilizing the metaverse for sales among the ideas.
Source: https://japantoday.com/category/features/lifestyle/japanese-government-worried-young-adults-aren%E2%80%99t-drinking-enough-alcohol
And do check out the reader comments. Some of them are mucy more enlightening that the news story...
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