A The Washington Post according to Japanese officials encourage young people to look at the bottom of the glass at least sometimes. There is a financial reason behind their strange goals, they hope for rising revenues from the recovery of the heavily taxed segment. The country’s tax office has even launched a competition asking young people between the ages of 20 and 39 to come up with business plans to restore Japan’s drinking culture.

According to a 2019 survey by the Japanese Ministry of Health, alcohol leaves young people cold, more than 50 percent of people in their twenties do not drink alcohol or rarely drink it.

In the 2020 fiscal year, the country’s beverage tax revenue was just $8.4 billion — $813 million less than the previous year, according to government figures, the biggest drop in three decades.

This needs to be replaced, which is why the “Sake Vira” campaign was launched, in which asks participants to invent new ways to sell alcohol, including artificial intelligence or virtual reality. They also hope that the applicants will put concrete methods on the table that will increase alcohol consumption to an appreciable extent.