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    Japan launches a contest to urge young people to drink more alcohol

    Governments are watching lucrative alcohol tax revenues dry up, as people drink less. In Japan, a plan to counter that trend is running into controversy.
    by Bill Chappell Aug 18, 2022 2 minutes
    The COVID-19 pandemic has hit Japan's alcohol industry hard, sharpening a long-running trend away from drinking. A new campaign sponsored by the National Tax Agency hopes to change that — but it's running into sharp criticism.

    Young people turning away from alcohol is generally welcomed as a positive trend. But it's bad news both for booze companies, and governments that are watching lucrative alcohol tax revenues dry up along with the populace.

    Japan's National Tax Agency is clearly concerned: It's taking an unorthodox approach to try to get young Japanese

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