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In an effort to strengthen its economy, Japan encourages its young, sober people to consume more alcohol.

In an effort to stimulate the economy, the Japanese government has urged its sober youth to begin consuming more alcoholic beverages.

This is due to the fact that the younger generation consumes less alcohol than their parents, which causes taxation on alcohol to decline.

Mail Online reports that the national tax agency is currently attempting to buck the trend with a new competition dubbed Sake Viva.

In order to increase alcohol consumption among their age group, the competition urges participants aged 20 to 39 to submit their business ideas. To help raise sales, competitors will develop strategies for branding, advertising, and even artificial intelligence.

The Covid epidemic, according to the competition’s organizers, had an impact on young people’s drinking patterns, the BBC said. The population is aging, with a third of those over 65, and this has contributed to the decline in alcohol sales.

Alcohol consumption decreased from 22 gallons per year in 1995 to 16 gallons per year in 2020. Alcohol tax has decreased as a result, accounting for just 1.7% of total revenue in 2020 compared to 5% in 1980.

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