Young people in Japan are also drinking less and less alcohol. Instead of welcoming this trend, the National Tax Agency is calling for sake drinking to save the economy.
In the “Izakayas”, Japanese bars, employees often sit with their colleagues after work.
«Have a holiday from booze – with dry January». With these words, the British Ministry of Health advertised the so-called “Dry January” for the first time in 2014 – a month of abstinence during which citizens are called upon to abstain from alcohol. Around 15,000 people took part then, and in 2021 there will already be 130,000. On the campaign website the organizers write that it’s not about giving up something, but getting something back: “Get your fun back. Get your energy back. Get your calm back».
One Campaign of a completely different kind has now been launched by the Japanese tax authorities: “Sake Viva” is the not very subtle motto here. The Japanese, especially the younger ones, should be motivated to drink more rice wine again.
Tax revenues have fallen
What seems strange against the background of growing temperance movements and abstinence has economic motives. Because alcohol consumption has also fallen sharply in Japan in recent years – and not only the beverage companies, but also the state are feeling the effects. According to the “Japan Times”, in 1980 5 percent of the income of the Japanese tax authority came from alcohol sales, in 2020 it was only 1.7 percent. In 2020 alone, the corresponding tax revenue fell by 110 billion yen (775 million francs).
The tax authority has therefore launched a competition in which young people between the ages of 20 and 39 can submit ideas on how demand in their age group could be boosted again – be it for sake, beer, wine or whiskey.
Young people in particular drink less
This age group drinks significantly less than their parents’ generation. The tax authority blames the corona pandemic, among other things. Since people have stayed at home a lot in the past two years, they have questioned their drinking habits. From 2019 to 2020, for example, beer consumption fell by 20 percent.
The after-work beer with colleagues usually plays a major role in everyday Japanese life. In no other industrialized country do employees spend their free time with their work colleagues more often. Especially for Japanese «salarymen», who suffer from particularly high peer pressure and pressure to conform in a strictly regulated working world, the evening high often represents an outlet.
However, structural upheavals in the labor market, such as part-time work and more flexible working hours, have already led to this trend abating in recent years. The increasing number of home offices is likely to accelerate this trend. But not only the changed habits, but also the demographic development contribute to the decline in alcohol consumption. As Japanese society continues to age, the World Bank estimates that almost a third (29 percent) of the population is aged 65 and over – the highest proportion in the world.
Consumption should be boosted
People’s alcohol consumption has fallen from 100 liters per capita in 1995 to 75 liters in 2020. Meanwhile, the Japanese deficit is growing. The country is the most indebted industrial nation in the world, the total debt is now more than twice as high as the gross domestic product. In order to at least give the alcohol industry a boost, the state is now looking for ideas until the end of September. The best suggestions are then to be implemented with the support of industry experts.
The Japanese media reports mixed reactions. There is criticism of the campaign because it promotes an unhealthy habit. At the same time, some Japanese have already posted bizarre ideas on the Internet – such as that of famous actresses who “appear” as virtual reality hostesses in digital clubs.
The Japanese Ministry of Health announced that it was not involved in the campaign, but was in close contact with the tax authorities. The campaign is expected to have “appropriate alcohol consumption” in mind. What this looks like is probably a matter of interpretation.