Virendra Pandit

New Delhi: A day after Finland’s Prime Minister Sanna Marin’s video at a private party became controversial for showing the 36-year-old woman drinking and dancing in gay abandon, reports from Japan have caught global attention: Tokyo has officially urged the youth to drink more alcohol to fill up the national exchequer and help overcome population crisis!

In fact, Japan has launched a nationwide campaign to promote alcohol drinking among young people, as it also faces a population crisis.

The media reported that Japan’s National Tax Agency (NTA)’s campaign, “Sake Viva!” has urged youngsters to come up with ideas that might help increase the demand for alcoholic drinks.

Amid the decline in revenue collections and population, Japan is attempting to boost the economy and overcome the population crisis exacerbated by the Covid-19 pandemic.

The NTA has announced a national business contest called “Sake Viva!” to promote alcohol drinking in its younger population, which, often overworked, misses alcohol and sex.

The campaign urges youngsters to suggest business ideas that might help increase demand for Japanese alcoholic drinks, including sake, shochu, awamori, beer, whisky, and wine.

The Japanese tax agency has described it as a plan to revitalize the liquor industry and solve other problems.

The campaign “Sake Viva!” has also invited people between 20 and 39 to submit innovative ideas for reviving the appeal of alcoholic beverages.

People can offer new proposals for products and designs compatible with the new ways of living and different tastes that have emerged following a slew of lockdowns and Covid-19 restrictions since early 2020.

People can enroll for free in the competition, which also asks people to suggest new sales methods that use Artificial Intelligence (AI), the metaverse, and geographical indications (a sign used on products to specify their geographical origin) to improve brand value.

Finalists in the competition will be selected by September 27, and another round will follow in October. The final results of this campaign will be announced on November 10 in Tokyo.

According to NTA, data shows the Japanese were drinking less in 2020 after the Covid-19 pandemic hit the country compared to 1995. In 1995, people consumed 100 liters (22 gallons) of alcohol per head; now, alcohol drinking is down to 75 liters (16 gallons).