While most countries would welcome sobriety among their youth, Japan has veered in the opposite direction: with a campaign for them to drink more alcohol.
The east-Asian nation’s tax agency is requesting ideas on how to tempt younger citizens to step up their tippling as the finance ministry frets over the fiscal implications of generational change.
The unorthodox government-backed “Sake Viva!” contest closes in early September and calls on people aged between 20 and 39 to help devise business ideas to revitalise an industry hit by demographic changes, the pandemic and diminishing interest.
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