Japan, because it wants young people to drink more alcohol

While most of the world would be pleased to find that the level of alcohol consumption among young people is down compared to the past, Japan appears to be going in the opposite direction. The Japanese Revenue Agency has in fact just presented an initiative designed to push more and more people, especially in the age group between 20 and 39 yearsto consume alcoholic beverages. The project, called “Sake Viva!”, Is a competition in which young people are asked to propose by 9 September promotional projects and initiatives that encourage the consumption of alcohol among peers, both in bars and restaurants and at home. The best projects will then be developed with the help of professionals and implemented starting in November.

The initiative was launched because in the last year there was a significant drop in alcohol consumption in Japan, which resulted in a decrease in tax revenue related to beverage taxes. According to the data provided by the Agency, the average annual consumption of alcoholic beverages among Japanese adults has decreased from 100 liters in 1995 to 75 liters in 2020, and while in 2011 tax revenues from taxes on alcoholic beverages represented 3 percent of the total, in 2020 the proportion settled at 2 percent. Since Japan has a huge public deficit e a debt more than two and a half times the country’s GDPthe government must find ways to increase its tax revenues, and initiatives like this are helpful in this regard.

The reduction of alcohol consumption among Japanese citizens is undoubtedly linked to demographic composition of the country, characterized by low birth rate And very high life expectancy. In 2014, the proportion of Japanese citizens over 65 exceeded 25 percent of the total population, and older people tend to be less likely to consume large amounts of alcohol than younger people. The pandemic has added to this demographic component. A bit like in the rest of the world, the restrictions imposed to contain the spread of coronavirus infections have decreased the meeting places where young people, as well as adults, meet and consume alcoholic beverages. Such restrictions would also have contributed to change the habits of young people: Even after the restrictions were lifted, consumption continued to decline.

The initiative has obviously aroused conflicting reactions in the country. On the one hand, there are those who are already proposing initiatives to be presented in the competition. On the other hand, there are those who worry about the consequences of an increase in alcohol consumption on people’s health. The Japanese Ministry of Health, where current Minister Katsunobu Katō took office only last week, said not having been in contact with the Revenue Agency on the organization of this initiative, and it was recommended to pay attention to the quantities of alcohol in order to avoid health risks.