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Tax revenue from the sale of alcohol in Japan is lagging behind due to the impact of the coronavirus pandemic on the restaurant and nightlife industry, so the country is launching a new competition to try to increase consumption among young people dubbed “Sake Viva!”

“The purpose of this announcement is to revitalize the industry,” Japan’s National Revenue Agency said in announcing the plan, according to a translation.

A bartender wearing a visor makes a cocktail, amid the COVID-19 outbreak, at a nightclub in Tokyo, Japan on Aug.6, 2020.
(Reuters / Issei Kato)

Candidates between the ages of 20 and 39 are encouraged to submit business plans to increase alcohol sales to young people before a competition in November.

Tax revenue from alcohol plummeted by about $ 800 million in 2020, according to the Japan Times.

DRINKING CAN REDUCE THE BRAIN IN EVEN MODERATE AMOUNTS, THE STUDY SUGGESTIONS

“As work from home has progressed to some extent during the COVID-19 crisis, many people may have come to wonder if they need to continue drinking with colleagues to deepen communication,” she said. a Japanese National Tax Agency official to the newspaper earlier this month.

“If the ‘new normal’ takes hold, this will be another headwind for tax revenues.”

Acrylic screens in the shape of a goldfish bowl used as part of new social distancing and infection prevention measures against coronavirus in the Ginza district of Tokyo, Japan, Aug.6, 2020.

Acrylic screens in the shape of a goldfish bowl used as part of new social distancing and infection prevention measures against coronavirus in the Ginza district of Tokyo, Japan, Aug.6, 2020.
(Reuters / Issei Kato)

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Tax officials also blamed the country’s “falling birth rate and aging population” for declining alcohol sales.

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