Get All Access for $5/mo

Japan Is Asking Young Adults To Drink More To Support the Country's Alcohol Businesses Young people in Japan are drinking less than in previous generations and the government misses the sales tax.

By Gabrielle Bienasz

Opinions expressed by Entrepreneur contributors are their own.

Young people in Japan are not drinking as much, and it's hitting the government in the coffers.

According to the BBC, the Japanese government has launched a "Sake Viva!" campaign to make drinking look "fun" and invite more entrepreneurs into the space. The country's national tax agency is encouraging young people to start businesses related to drinking, such as making wine or Japanese sake, specifically those aged 20 to 39.

The goal? More tax dollars from beverage sales, the BBC added.

Per Japan's national tax agency figures, consumption of alcohol is in decline, and, thus, making money from the sale of alcohol has been in decline. In 1999, the country drank over 9 million kiloliters of alcohol, which brought in about $1.8 trillion yen in taxable revenue. In 2020, Japanese citizens brought in just $1068.1 billion yen in taxes for the government.

From a percentage perspective, alcohol went from 5% in 1995 of total government revenue to 1.7% in 2020, per the BBC.

The outlet added that young people in Japan are drinking less than previous generations, which the government says has been due to the pandemic. The country is currently in another wave of the virus, according to The Japan Times.

The government has also attributed the decline to an aging population.

"While the aging population phenomenon is becoming more common in the world today, the problem is particularly acute in Japan," according to a 2016 University of Chicago Law School paper.

In 2014, the paper added, 24% of Japan's population was over the age of 65.

People can submit business proposals for "Sake Viva!" campaign until the end of September.

Gabrielle Bienasz is a staff writer at Entrepreneur. She previously worked at Insider and Inc. Magazine. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Growing a Business

How a Local Greek Restaurant Seized Opportunities and Won a New Food Network Competition

After starting as a food truck in 2014, Think Greek has evolved into an award-winning restaurant by creating innovative menu items and taking advantage of opportunities that extend its audience reach.

Business News

How to Be a Billionaire By 25, According to a College Dropout Turned CEO Worth $1.6 Billion

Austin Russell became the world's youngest self-made billionaire in 2020 at age 25.

Growing a Business

3 Branding Strategies That Will Make Any Brand Stand Out

Here's how to differentiate your brand in three essential steps — understanding your unique selling proposition, leveraging storytelling, and valuing feedback.


How to Spot the Perfect Executive for Your Company

Hiring senior talent to run a team is a crucial moment in the story and trajectory of a company. Whether you need to hire senior talent now or are looking to gather insights for the future, it's important to be prepared for a gap in a crucial leadership position.

Science & Technology

There's No Margin for Error in Cybersecurity — Here's How to Build a Strong Online Defense through Everyday Habits

Learn how everyday habits and practices can enhance your organization's security posture.