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Japanese government luring young adults to drink more alcohol
Japan’s National Tax Agency (NTA) is looking to 'rectify' the low alcohol intake of the country’s youth.
According to an independent study, young Japanese aren’t drinking enough alcohol anymore, with roughly half of them not having a daily drinking habit.
Alcoholic product sales are a rich source of taxes for the NTA, which opened up marketing ideas to the general public in their Sake Viva! contest.
Anyone between the ages of 20 and 39 can participate alone or in groups of two or three until September 9 to develop new sales strategies that appeal to young adults.
Among the ideas promoted by the NTA are home drinking and the use of the metaverse for sales.
The finalists will advance to the next round on November 10, and the NTA will implement the most highly rated idea soon.