A campaign to get more Japanese to consume more alcohol has been launched by the government of Japan.
The campaign is the brainchild of Japan’s National Tax Agency (NAT) who have opened a portal to have those between the ages of 20 and 39 submit proposals that will encourage people to enjoy more alcoholic beverages.
Alcohol sales have plummeted in Japan on account of the COVID-19 pandemic which consequently prompted a change in the lifestyle of the country’s younger population.
The revenue generated through taxes on liquor fell sharply in 2020 by approximately $809.6 million.
The decline is considered the biggest in last 31 years in the country.
The tax agency hinged the campaign’s motive on the the need to “revitalize” the alcohol industry.
Japan’s health ministry, however, said it hoped the campaign would also remind people to remember to drink only the “appropriate amount of alcohol”.
Entries are being accepted until Sept. 9. Finalists will then head to Tokyo where a winner will be chosen.