Contestants have until the end of September to submit their ideas
The younger generation is drinking less alcohol than their parents, which has “hit” taxes on drinks such as sake, according to the BBC. So the national tax office stepped in with a national competition to submit ideas to reverse the trend.
The ‘Sake Viva!’ he hopes to come up with a plan that will make consumption more attractive and boost the industry.
The competition asks young people aged 20 to 39 to share their business ideas to stimulate demand among their peers whether it is Japanese sake, whisky, beer or wine.
The group running the competition, on behalf of the tax authority, says new habits, partly formed during the coronavirus pandemic, and an aging population have led to a decline in alcohol sales.
Japanese media say the reaction has been mixed, with some criticizing the offer for promoting an unhealthy habit. Others have posted “weird” ideas online, such as famous actresses “playing” as virtual reality hostesses in digital clubs.
Contestants have until the end of September to submit their ideas. Tax revenue from alcohol taxes has also shrunk over the years. According to the newspaper “The Japan Times”, they made up 5% of total revenue in 1980, but in 2020 they amount to only 1.7%.
The World Bank estimates that nearly a third (29%) of Japan’s population is aged 65 and over, the highest proportion in the world.
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