Japan Today
Image: Pakutaso

Japanese government worried young adults aren’t drinking enough alcohol

By Master Blaster, SoraNews24

The National Tax Agency (NTA) has a problem with the youth of today: They simply aren’t drinking enough alcohol anymore. According to an independent study, roughly half of young adults in Japan do not — I repeat NOT — even have a daily drinking habit.

Some people might consider this a good thing in that it results in healthier and more productive people less likely to yell at me on a train station platform for no reason. But these are all matters handled by other government agencies. The NTA is all about getting those taxes, of which alcoholic product sales are a rich source.

However, “Drink more, so we can get your money!” is not a great promotional slogan, so the NTA has opened up marketing ideas to the general public in their Sake Viva! contest. Until 9 September anyone between the ages of 20 and 39 can participate alone or in groups of two or three to come up with new sales strategies that would appeal to young adults. Anything is open for consideration, but the NTA mentioned that they’re expecting an emphasis on home drinking and utilizing 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.

Image: Pakutaso

Finalists will move on to the next round on 10 November and the most highly evaluated idea will be implemented by the NTA in the near future. It’s a great opportunity for an aspiring marketing specialist, but readers of the news remain largely skeptical about the safety of alcohol and motives of the NTA.

“They’re probably also losing tax revenue from the drop in cigarette sales. Maybe they should just raise taxes on alcohol too.”

“How many crimes are the result of alcohol?”

“No one can afford to drink. Work on that first.”

“This is stupid.”

“Are they trying to make alcoholics? Just let the old people drink up and then pay in full for the diseases 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 spendable income. It’s pretty easy.”

“There are no benefits to drinking, but lots of harm.”

“I’m drunk right now, and I still think it's a good think that less people are drinking.”

“Beer is just bitter water and company drinking parties are a waste of time and money.”

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

I do love a challenge though, and after googling “What do young adults like” Nielson Norman Group informed me that younger people like to keep lots of browser tabs open at the same time. So, how about a beer mug with a Bluetooth interface on the handle that allows for fast and smooth switching between browser tabs as well as other functions useful for surfing the world wide web, like downloading bitmap and midi files? It would have to have an alcohol content detector built-in too so young people don’t cheat and put wheatgrass tea or something else in the mug.

See you all in November!

Source: Jiji.comHachima KikoNielson Norman Group

Read more stories from SoraNews24.

-- Fukuoka support group using metaverse to reach out to hikkikomori

-- Lawson convenience store sets up shop in Japan’s Parareal Akihabara metaverse

-- VR metaverse of Akihabara Station being made by JR East, netizens scoff at early quality

© SoraNews24

©2024 GPlusMedia Inc.

Login to comment

very misleaing headline.

japanese gov is worry as people drinking less and gov getting less revenue from alcohol drinks taxes...very simple.

i am happy that japanese are drinking less and hope this trend will continue as there are many no alcohol beverages on market to choose from so alcohol ones really not need at all...

9 ( +23 / -14 )

Surprised they haven't wheeled out some sort of anthropomorphic mascot for this, like a disheveled tanuki with a necktie worn Rambo-style around his head and an obnoxious attitude.

19 ( +30 / -11 )

That’s definitely not even a pic of a Japanese liquor store lmao I wish we had that much craft beer selection and six packs in the average liquor store here T____T

20 ( +23 / -3 )

This is an excellent time for the Ministry of Health, Labour and Welfare to condem the efforts, there is no point in collecting taxes if more is going to be spent dealing with the problems caused by consumption of alcohol. If nobody buys alcohol and the taxes are not collected that would still be a net positive development for the government.

22 ( +25 / -3 )

Sounds like the young folks have more sense than the old bureaucratic geezers.

23 ( +25 / -2 )

Many younger people in many countries no longer consider alcohol to be at the center of their social life.

19 ( +22 / -3 )

Japan has a serious drinking problem. I remember the first time I visited Japan almost 35 years ago, when someone pointed out the vomit basins in the train stations. That should've been my first clue. All the hangover remedy drinks should have been my second clue. It took a while before I grasped the extent.

This is just another confirmation. They don't even realize that anything is wrong with what they are promoting.

18 ( +23 / -5 )

2 things with this. 1 - Okay. I guess the Japanese government is promoting healthy benefits with alcohol drinking, so they are worried that young people aren't drinking enough alcohol? So, alcohol is good for the body? 2 - I've lived in Japan for more than 15 years. In that time, I've never seen a grocery store with that kind of beer selection; especially Dos XX, Steinlager, and Modelo, which are some of my favorite beers.

10 ( +12 / -2 )

No need to drink alcohol, seems young people in Japan are going in good way.

6 ( +10 / -4 )

Before we go saying "what a stupid idea - alcohol is so unhealthy" etc. Maybe we should ask, what are young people doing instead of going out and having drink with their friends? Are they going out participating in other social activities, playing sports, saving money to travel and so on? If so, then yes, it probably isn't a great idea to try to get them drinking alcohol instead.

But what if these young people are instead just staying at home, watching Netflix, playing video games and not socializing, meeting friends and making new ones? Perhaps they lack confidence to do those things? In that case, maybe encouraging them to get out a bit more and drink alcohol responsibly, which can help alleviate social anxieties, might not be such a bad idea.

1 ( +7 / -6 )

Gotta keep the masses inebriated. It's the only thing keeping this country functioning. Kampai!!!

5 ( +8 / -3 )

Excellent for Japanese youth!!..

A healthier generation with self-control, not like in the decadent west and its alcoholic culture, where teach you that the more drunk you are, the more man you are.. pfffffff !!!..

-11 ( +1 / -12 )

Beer is just bitter water and company drinking parties are a waste of time and money

I’d go along with that for the most part.

A good Scotch or Irish with friends in a bar is a different matter.

1 ( +4 / -3 )

A good Scotch or Irish with friends in a bar is a different matter.

Whiskey is just bark-flavoured water.

0 ( +6 / -6 )

Less alcohol less tax but 30 years down the road less healthcare needed for drink-related health problems.

4 ( +6 / -2 )

Drink alcohol if you like it and don't drink if you don't like alcohol. The government should be thinking about other ways of getting tax revenue without putting the average Taro on the spot. They can start by taxing the fat-cat bureaucrats more for doing less.

7 ( +9 / -2 )

I see some Yamazaki whisky in the main photograph.

Something the young lady holding the drink is very unlikely to be able to afford these days.

With prices for everything skyrocketing, how do they expect this generation to spend money on luxuries?

2 ( +4 / -2 )

Whiskey is 40% plus pure alcohol. Beers 4-7%.

If they were just flavored waters there would be no DUIs.

1 ( +3 / -2 )


I've lived in Japan for more than 15 years. In that time, I've never seen a grocery store with that kind of beer selection; especially Dos XX, Steinlager, and Modelo, which are some of my favorite beers.

Some larger supa's have imported and craft beers. But, if you want a better beer selection, you need to go specifically to a liquor store. i don't know if there is a Yamaya near you. If so, you should check it out. Extensive beer, wine, and alcohol selection from around the world. Plus, lots of imported snacks and foodstuffs.

The larger locations have better selections, especially the imported snacks and foods. But, even the smaller ones have pretty good selections. I'm lucky enough to have three within a 10 minute drive of my home, as well as a few independent liquor shops. (Which is another indicator of the drinking problem here in Japan.)

-3 ( +0 / -3 )

If JGov want tax forget alcohol that’s so old school get with the times and legalize weed already the JGov will get so much tax money they won’t know what to do with it

3 ( +4 / -1 )

You've got to be kidding me.

2 ( +2 / -0 )

Many international beers are available in many cities. Japanese craft beers are also available and very good. Available online too.

2 ( +7 / -5 )

Probably young people would prefer to hit Starbuck, coffee shops, and karaoke, having fun with their mates, rather than drink beer, run to the toilet, drink more beer, run to the toilet, rinse and repeat for 10,000 yen, miss the train, maybe throw it aaaaaaallll up, wake up feeling crappy the next day.

Im surprised the JP gov doesn't encourage more you people to take up vaping, just to get that tax money.

Notice the pic of having some young pretty women drinking, thinking you have a chance to talk to her. Reminds me of those old cigarette commercials way way back

Anyone remember the cans of beer in the UK with pics of gorgeous models on the side?

2 ( +4 / -2 )

Maybe if Japan wants more tax money, it might not be a bad idea to increase some tax on the JUNK Drinks.

Coke,Pepsi, et al.

5 ( +8 / -3 )

Alcohol here is really cheap (apart from imported beer) - keep it this way!

But Japanese drinking habits are laughable.

High ball for example - why even bother putting a few drops of whisky in the soda :)

Elder are drinking misuwari with no measure whatsoever (the constant topping so you lose count how much you've drunk).

The youngster are all for chuhai - some are refreshing but self made cocktail with a little more alcohol and natural juice in it is much, much better!

-3 ( +1 / -4 )

@Viviane Bo

I wouldn't encourage your son to take up drinking alcohol - sounds like he has a healthy lifestyle. I was thinking more of a problem here called "hikikomori" - where people are so socially anxious and self-conscious that they end up withdrawing from society completely. Not just that, but also many young Japanese can be extremely shy, don't know how to make new friends - especially the opposite sex. Maybe encouraging those people to go out, have a couple of drinks occasionally would be shall we say, a less worse option than letting them drift into social withdrawal, alienation and depression.

1 ( +2 / -1 )

So, how much is "enough"? Enough to distract kids from stupid government policies?

5 ( +6 / -1 )

Maybe it's time for a "Go to drink" campaign XD

3 ( +3 / -0 )

Just like all governments around the world, they just want their tax money and strategizing policies to get it. Show me the money!!

3 ( +3 / -0 )

Maybe it's time for a "Go to drink" campaign XD

3 ( +4 / -1 )

I would drink more if it was easier to go to bars that served decent beer. All too often the only choice for a beer drinker is between a few samey lagers. Many izakaya only stock one beer or one brand. You can have it nama or bottled. Sometimes you get a choice of 2 bottled beers, by the same company, that taste identical. Or you can go to the Hub, and you can find a Guinness and a Hub Ale, alongside the Kirin nama. In some cities the choices are better, but the prices are painful, especially for younger people. The Japanese government wants us all to spend money on a very highly taxed (Japanese) product in a heavily protected market. No surprise there.

3 ( +5 / -2 )

Way to go Japan. Encourage Alcholism to the youngsters when Japan don't even recognize acoholism as a issue or disease and barely can you find a alcohol detox treatment center if you ever need to kick the daily drinking habit. Also, This will not help fix the problem "Oh I was drunk and don't remember"

1 ( +4 / -3 )

Most people in Japan just go to the bars after work to drink no reason to buy a six pack and bring it home after a bout of drinking.

0 ( +1 / -1 )

So happy a young generation is so wise. Gambatte!

Let these evil bussinessmen making money out of people's weaknesses and misery go bankrupt all at once.

You can have a rich full social life without an once of alcohol.

3 ( +4 / -1 )

As if they weren't already just drones, now the nation wants them to be drunk all the time, too.

-2 ( +4 / -6 )

Drink more alcohol and damage your brain cells!

Join the heavy drinking, little thinking politicians from Japanese government!

-1 ( +4 / -5 )

So that the government has more money to spend on themselves!

2 ( +2 / -0 )

Young people do not have the cash to piss it away....

-1 ( +2 / -3 )

Taxpayer money being used by the tax authorities to foster unhealthy habits is a bit rich… hopefully the health ministry will introduce countervailing campaigns (with taxpayer money, of course) to maintain the new low levels of drinking among the young.

This "campaign" effectively wastes taxpayers' money and may well worsen a generation's health!

One suggestion for the NTA: Scrap the campaign, just put up taxes for alcohol and you raise revenues and improve Japan's health. You are welcome.

Another suggestion for the NTA, if the above does not seem sensible: Why not doing the same campaign for tobacco?

Who at the NTA is responsible for this thing?

1 ( +2 / -1 )

I have always heard that drinks company are very profitable, i sense that when i buy my non alchool drinks, like soja milk, water and hidrates. I remember a few years ago buying once a month a black label Jonhy Walker bottle and cuban cigars and some imported wines and it felt like luxury, but then i realized its too much harm to my health and wallet. I will never drink or smoke again.

0 ( +1 / -1 )

Anyone remember the cans of beer in the UK with pics of gorgeous models on the side?

Haha, Tennants! The pride of Scotland. fwiw, didn't a big Japanese brewer say they were going to stop doing the "buxom girl in a bikini holding a dai jockey draught beer" posters recently?

As for young people not drinking, it strikes me as a shame, because I did it in my youth and am tempted to feel that young people who don't are missing out. However, I'm 54 this year and that's far too old to understand what young people want, even with a 17 year old daughter to tell me. The first thing I will say is that given the attitudes in Japan around women drinking and sexual consent, perhaps its good for people to drink less. The university club SuperFree that gang raped women did it by getting them drunk on eau de vie type very strong spirits. Shiori Itoh was criticized by some for simply going for a drink with the man. In their eyes, drinking in his presence in a bar equalled consenting to sex with him. Also, if less drinking means less social pressure on kohai to drink because sempai says so, that's a good thing too.

1 ( +2 / -1 )

Drinking alcohol can be a danger to one's health, more so in women and young adults . . . . this is according to the US, Centers for Disease Control & Prevention,


1 ( +2 / -1 )

The drunken salaryman is a living national treasure and must be saved. Alcohol also helps increase the birth rate. Inebriated people aren't picky and forget condoms.

Maybe having some free booze in school cafeterias would help?

-3 ( +0 / -3 )

That explains why when a criminal in japan gets arrest he says he doesn't remember because he was drunk! That the government buzz word to get out of jail

-2 ( +0 / -2 )

Lower alcohol consumption in this country is definitely a plus. I can't count the number of alcohol-induced fights, accidents, slobbishness and simply disgusting incidents I've experienced here.

0 ( +0 / -0 )

He is a slogan: "Drink more alcohol you'll have more sex" Well, that is probably true up to a certain age but generally true when you're younger. Past 40 or so most likely you just be laughing or screaming at your kids and or the TV.

-1 ( +0 / -1 )

Maybe they should get Ohtani to make a few beer commercials, or have Ichiro and Ohtani drinking together and having a competition over who can make the loudest gulping noise or ahhhhh noise which they seem to really exaggerate on tv. Maybe Rui Hachimura could pound a few back on tv.

0 ( +0 / -0 )

Login to leave a comment

Facebook users

Use your Facebook account to login or register with JapanToday. By doing so, you will also receive an email inviting you to receive our news alerts.

Facebook Connect

Login with your JapanToday account

User registration

Articles, Offers & Useful Resources

A mix of what's trending on our other sites