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Japan tax office launches campaign to help encourage drinking

By Rupert Neate

17 Aug 2022 · 2 min read

Editor's Note

You should read this article to know why a drop in alcohol consumption in Japan has forced the government to crowdsource ideas to change that.

The Japanese government has launched a nationwide competition calling for ideas to encourage people to drink more alcohol after a change in attitudes among the young resulted in a slide in tax revenues.

The Sake Viva! campaign, which is being run by the National Tax Agency (NTA), asks 20- to 39-year-olds to come up with proposals to help revitalise the popularity of alcoholic drinks, which have fallen out of favour because of lifestyle changes during the coronavirus pandemic and among young people.

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