the government encourages young people to drink more alcohol

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, and 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 person drank 100 liters of alcohol per year, compared to 75 liters per adult in 2020. For the Japanese treasury, tax revenue on alcohol fell from 5% in 1980 to 1.7% in 2020. And Japan seeks 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.