Japan’s government encourages young people to drink more. According to foreign media sources, Japan’s government has urged young people to drink more alcohol to boost alcohol tax revenue. According to a report, Japan’s younger generation drinks less alcohol than their parents, reducing tax revenue. Japan’s government is organizing tournaments to encourage young people to drink more. After the fall in alcohol tax, tax authorities reportedly created ‘Sake Viva’ this marketing aims to make alcohol more appealing. 20-to-39-year-olds are asked to create new alcohol-based products. Japan’s alcohol market is falling due to changing lifestyles, including younger generations drinking less, declining birth rates, and the coronavirus. Reduced drinking. According to the Japanese Tax Agency, the average drinking habit has reduced from 100% to 75% in the last 25 years.