Japan is urging young people to drink more alcohol in a bid to boost the country’s economy.
The move follows a change in drinking habits among its young people, sparking a downturn in tax revenue from alcohol sales.
The new nationwide competition – The Sake Viva! campaign – is being run by the National Tax Agency (NTA).
It encourages young people between the ages of 20 and 39 to put forward plans to improve the popularity of alcohol.
According to the latest statistics, alcoholic beverage consumption per adult was 100 litres in 1995. However, this dropped to 75 litres in 2020.
Young people can apply in groups or groups up to three, according to jiji.com.
Japan’s health ministry hopes that the campaign will remind young people that they should only drink an appropriate amount of alcohol.
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No health benefit
But a recent study suggested that drinking alcohol provides no health benefit in anybody under the age of 40.
Men under 40 should limit their daily alcohol intake to no more than 38ml – equal to around one shot of beer.
Women, however, are able to drink more, with the study suggesting two tablespoons of wine or 100ml of beer.
Yet for those over the age of 40, alcohol can actually improve health by fending off strokes, diabetes and heart disease.
Senior author, Dr Emmanuela Gakidou, added: ‘Our message is simple: young people should not drink, but older people may benefit from drinking small amounts.’
Currently, the NHS recommends drinking no more than 14 units of alcohol a week, spread across three or more days.
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