The problem with Japanese government is that young people are shying away from alcohol, now they are bringing it to them to take more of alcohol and contribute to country’s output in helping the economy grow. This is another effect of the pandemic, there is no doubt that Covid-19 will have longer impacts on how people live, eat and drink to bring back whole way of living to normalcy or accept the new normal. The most pressing issues for Japanese government, is on how to convince this targeted audience into investing in consumption of alcohol and if there is any possible health risk that will deter them into submitting to the demands of the authorities.
Japan has seen closure of bars and other places selling alcohol since the emergence of the pandemic, and selling liquor has been drastically limited by effect of the pandemic which cause the sales to hit rock bottom. Government in a bid to cushion the effect has launched a contest to help convey their message to young people, this campaign “Sake Viva” overseen by National Tax Agency, invites participants to come up with ideas on how to initiate a policy that is going to entice young people through services, promotional methods, products, design and sales techniques using artificial intelligence or the metaverse.
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Due to declining in birth rate and aging population, the domestic alcohol beverage market is going down and Covid-19 has also been a contributory factor to it, all the efforts is to appease younger generation to revitalize the industry and make it a contributory means to the growth of the country economically. It is a big contest for all kinds of Japanese alcohol open until September 9, include promotional ideas. Finalists will be having expert consultation in October before final tournament in November in Tokyo. The winner will receive a support for their plan to be commercialized.
The reaction from the public might be a sole determinant of this campaign, staying away from alcohol is a big health benefit, to convince younger generation to invest in consumption of liquor could have a damaging effect health wise. The idea is a food for thought knowing that alcohol will have a damaging effect especially when taking excessively, the contest could see rise of alcoholic if it is definitely going to fly, and younger generation could be the sacrificial lamb in what is disadvantageous to them, Japanese government will better of finding solutions to salvage the economic woes than jeopardizing the future of the country.
