Japan is encouraging youth to drink more alcohol; ‘Sake Viva’ campaign I Details

• In a bizarre move, Japan is encouraging its youngsters to drink more alcohol. This as the younger generation is reportedly drinking less than their parents - a move that has hit taxes from beverages like sake (rice wine). The National Tax Agency’s ‘Sake Viva!’ competition, which is seeking business plans from young people or groups to help revitalize the nation’s liquor industry, was launched in July. It has now gained traction on Twitter after local and overseas media outlets reported the move. It has met fierce backlash on social media, with users criticizing bid to dictate people’s lifestyle choices.