Young adults in Japan are generally quite sober. Perhaps too much so, consider authorities. Japan's younger generation drinks (even) less alcohol than their parents.

According to the BBC quoted by Notícias ao Minuto, the national tax agency wants to reverse the trend and has intervened with a national contest for ideas to be submitted.

The 'Sake Viva!' campaign hopes to present a plan to make drinking more attractive, thus boosting the industry.

The contest asks 20- to 39-year-olds to share among their peers their business ideas for drinks like saka, shochu, whiskey, beer or wine to become more popular.

The group running the tax authority bid says that new habits-partially formed during the Covid pandemic-and an aging population have led to a decline in alcohol sales.

The authorities want contestants to submit branding plans that may even involve artificial intelligence.

Japanese media say that reaction has been mixed, with some criticizing the attempt to promote an unhealthy habit.

Competitors have until the end of September to submit their ideas. The best plans will then be developed with the help of experts before the final proposals are presented in November, the BBC further assures.

Recent figures from the tax agency show that people were drinking less in 2020 than in 1995, with the numbers dropping from 100 liters per year to 75 liters.

Tax revenues from alcohol taxes have also decreased over the years. According to The Japan Times, it accounted for 5% of total revenues in 1980, but by 2020 it amounts to only 1.7%.

The World Bank estimates that almost a third (29%) of Japan's population is 65 or older - the highest proportion in the world.