Japan’s government fears young adults aren’t drinking enough alcohol

This calls for a contest!

The National Tax Agency (NTA) has a problem with young people today: they simply don’t drink enough alcohol anymore. According to an independent study, about half of young adults in Japan don’t – I repeat NOT – even have a daily drinking habit.

This is a problem that the NTA seeks to correct. But how to introduce young people to the psychotropic effects of alcohol? It’s a question that has puzzled mankind for centuries, and despite our best attempts like Spuds McKenzie and the Zima guy, young people have long just shrugged their shoulders and called booze “squaresville, daddy-o” to use their language.

▼ What more could we do?!

Some people might consider this a good thing in that it makes healthier, more productive people less likely to yell at me on a train platform for no reason. But these are all issues handled by other government agencies. The NTA aims to obtain these taxes, of which the sales of alcoholic products are a rich source.

However, “Drink more, so we can get your money!” is not a good promotional slogan, so the NTA opened up marketing ideas to the general public in their Sake Viva! competition. Until September 9, anyone aged 20 to 39 can participate alone or in groups of two or three to imagine new sales strategies that will appeal to young adults. It’s all open for review, but the NTA has mentioned that it expects a focus on home consumption and using the metaverse for sales among the ideas.

▼ Someone needs to take all the fun and enchantment of going to a liquor store and digitize it for the new economy

The finalists will advance to the next round on November 10, and the top-rated idea will be implemented by the NTA in the near future. It’s a great opportunity for an aspiring marketer, but news readers remain largely skeptical about alcohol safety and the NTA’s motives.

“They’re probably also losing tax revenue because of the drop in cigarette sales. Maybe they should raise liquor taxes too.
“How many crimes are the result of alcohol?”
“No one can afford to drink. Work on that first.
“That’s stupid.”
“Are they trying to make alcoholics? Just let the old people drink and then pay in full for the illnesses they give themselves as a result.
“Not drinking is a good thing. What are they talking about?”
“If they want us to drink, give people more free time and disposable income. It’s pretty easy.
“There is no benefit to drinking, but a lot of harm.”
“I’m drunk right now, and I still think it’s a good idea for fewer people to drink.”
“Beer is just bitter water and company parties are a waste of time and money.”

It looks like the candidates will have their work cut out trying to find ways to sell alcohol to this group of teetotalers. It seems young people today just can’t be bothered to ingest something that makes you feel really good for a few hours and then really terrible the next day or so.

I love a challenge, and after googling “what do young adults like,” Nielson Norman Group informed me that young people like to keep many browser tabs open at once. So how about a beer mug with a Bluetooth interface on the handle that allows fast and smooth switching between browser tabs as well as other useful functions for surfing the World Wide Web, such as downloading bitmap and midi files? It should also have a built-in alcohol detector so youngsters don’t cheat and put wheatgrass tea or anything else in the cup.

See you in November!

Source: Jiji.com, Hachima Kiko, Nielson Norman Group
Top Image: Pakutaso
Insert image: Pakutaso
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