Young People Aren’t Drinking a Lot in Japan — The Government Wants To Change That

two people seated at a table with two steins of beer

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.

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