While numerous after-school specials warn young adults of the dangers of drinking, Japan’s government is taking a different approach. A new campaign by the country’s government aims to increase drinking among younger Japanese residents.
In a late-summer “Sake Viva!” contest, the country’s National Tax Agency is trying to promote alcohol consumption among younger people, as The Guardian reports. It’s calling for 20- to 39-year-olds to submit their ideas for innovative products and packaging for alcoholic drinks. Entrants are even encouraged to venture into the metaverse with ideas that might pique their peers’ interest.