The Japanese government is urging its youth to drink more, in order to boost the country’s economy. Surprisingly, the younger generation apparently drinks less alcohol than their parents, a move that has seen tax revenue from alcohol sales dip.

To remedy this and boost tax revenues, the government is trying to find innovative ways to promote drinking with people aged 20 to 39. The national tax agency has stepped in with a national marketing competition called "Sake Viva!", which hopes to increase demand for Japanese sake, shochu, whiskey, beer, and wine.

According to a BBC report based on tax agency data, Japanese people drank an average of 100 liters per adult per year in 1995. In 2020, drinking declined to only 75 liters per adult per year. When people drink less, the tax department collects less. According to The Japan Times newspaper, alcohol made up 5% of total revenue in 1980—but in 2020 amounts to just 1.7%.

One of the reasons people haven’t been drinking could be due to the COVID-19 lockdown. Besides restaurants and bars being closed, it might have drawn the youth away from drinking recreationally. 

There has been some criticism regarding the campaign as it promotes an unhealthy habit. But young drinkers have reacted in many ways, with some sharing quirky ideas online. Contestants will have until the end of September to share their creative ideas, and the best plans will be developed with the help of marketing experts. The final proposals will be presented for selection in November.