Japan wants 20-39 year olds to drink more

Saturday evening, in the trendy district of Shibuya in Tokyo (Japan), the bars are filled, the glasses of alcohol are empty. But for the Japanese government, this is not enough, it has even just launched a campaign. It is in fact a contest to find slogans or ideas, in order to make alcohol more attractive among 20-39 year olds, in this country where advertisements for alcoholic beverages are already everywhere.

In 1995, a Japanese man drank 100 liters of alcohol a year, versus 75 liters per adult in 2020. Pfor the Japanese treasure, them alcohol tax revenue are increased from 5% in 1980 to 1.7% in 2020. And Japan is trying by all means to reduce its debt, in particular by increasing alcohol sales. For professionals, after months of Covid-19, night closures among others, this is very good news. The Japanese government, in the face of criticism, simply reminded that it was necessary to consume, but in moderation.