Aurélien Fleurot, edited by Solène Leroux 2:02 p.m., August 19, 2022
"Saké Viva!" is the name of a Japanese government campaign aimed at encouraging young people to consume more alcohol.
The reason ?
The Japanese drink much less after the various confinements, which poses a real problem for the economy of the country, whose deficit is approaching 10,000 billion euros.
In Japan, the government has launched a funny communication campaign, aimed at encouraging young people to consume more alcohol.
"Sake Viva!" is its name.
The goal is to encourage 20/39 year olds to make alcohol popular again.
The Japanese drink much less after the various confinements due to Covid-19, which poses a real problem for the country's economy.
It is the National Tax Agency which is at the origin of this campaign, the equivalent of the tax authorities in France.
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A fundamental trend
This is a real shortfall for the Japanese government.
It is both a basic trend.
In 25 years, the average consumption per inhabitant has gone from 100 to 75 liters per year.
An inclination that has accelerated with the health crisis and changes in habits.
From now on, no more end-of-day aperitifs at the bar, the famous
nomikai
, drinking liters of beer with colleagues and chefs.
An institution in the country, which the young generation seems very happy to do without.
Deficit budget of around 10,000 billion euros
Except that in a national context where the economy is sluggish, with a deficit budget of around 10,000 billion euros, this sharp drop in tax revenues related to alcohol is bad news.
Young Japanese therefore have until September 9 to come up with new ideas, innovations and new modes of consumption.
The campaign still aroused some negative reactions in the country, but the Ministry of Health contented itself with recalling that consumption should obviously be done in moderation.