Japan Is Urging Its Young People To Drink
But why?
Something awkward is happening in Japan.
Well, that’s on top of the many beautiful quirky things the country is known for.
The Japanese government — the same government that for decades has combatted alcohol-related diseases — is practically begging its young to drink up.
But why? What could the rationale be behind this controversial new initiative?
As it turns out, the initiative may be new, but the reason is old. Old as time:
“It’s the economy, stoopid.”
That’s made clear by taking note of the agency spearheading the whole affair: Japan’s National Tax Agency (NTA).
In the 1980s, revenue collected from the “Kampai!” industry, those alcohol-related businesses, amounted to 5% of the country’s taxes. Today, it’s at a measly 1.7%.
The NTA has launched “Viva Sake!” –a nationwide contest that seeks to find the most creative and innovative advertising campaign to increase alcohol consumption. Participants can think up cool slogans, and new ways of consuming, producing, and serving sake, shochu, whisky, beer, or wine.
(Not sure if folks from the NTA were intoxicated or sober when they launched it, but everything is fair game — even the AI and the metaverse can be tapped.)
Winners will be announced on November 10, which coincidentally, has been declared, ironically or not, as the start of Alcohol-related Problems Awareness Week.
The contest is open to folks aged 20 to 39, and winners will see their ideas adopted nationally, which oddly feels like a government-sanctioned drink ticket.
The organizers are quick to clarify that this is not to be taken as promoting irresponsible behavior or as a license for excessive drinking among young people.
(Yes, because young people are known for their heroic adherence to the rules.)
The initiative has gotten mixed reactions. On the one hand, it’s being hailed as an edgy and innovative solution to a problem. On the other hand, parents are asking:
“Why is Big Brother trying to get my baby hammered?”
French “Food”
You might think this is unique to Japan or that it’s the first to think of such a move. In 2004, amidst the ailing wine industry, the powerful French wine lobby suggested that wine be classified as “food.”
Doing so will bypass ad restrictions on radio and TV for alcoholic beverages. And, as “food,” bottles don’t have to carry warnings like: The abuse of alcohol is dangerous for your health. Consume it in moderation.
The lobby’s report, supported by 105 French senators and deputies, also suggested a comprehensive education campaign, targeting especially the youth, so they can “educate their tastes” and at the same time rescue an industry in crisis.
(The whole thing is, of course, bookended by a boilerplate warning on the dangers of excessive alcohol consumption.)
With countries around the world experiencing drops in alcohol consumption, Japan might not be the only one at the party. For example, South Korea had considerable drops in soju and beer consumption, leading to the lowest government revenue in a decade.
Not saying that other countries will go the same way, and also don’t mistake this as a shot on alcohol, (it has been the source of many happy nights and laughing fits with friends), but it does highlight the tight rope governments have to deal with in serving the populace.
It’s a “conflict of interest” thing.
If government regulators get a “cut” for the sale of every box, bottle, or bar, how can we expect them to effectively regulate?
Asking for your thoughts on this.
It’s a complicated issue, I know.
But in the meantime…Cheers everyone!
