BBC interview: Japan's campaign to get young people drinking more alcohol and the death of pioneer designer Hanae Mori
I spoke to the BBC about the Japanese government's new campaign contest to get young people to drink more alcohol (!)—and the death of pioneering fashion designer Hanae Mori. I did not try to connect the two. Audio's online here . "Japan's young adults are a sober bunch - something authorities are hoping to change with a new campaign. The younger generation drinks less alcohol than their parents - a move that has hit taxes from beverages like sake (rice wine). So the national tax agency has stepped in with a national competition to come up with ideas to reverse the trend. The 'Sake Viva!' campaign hopes to come up with a plan to make drinking more attractive - and boost the industry. The contest asks 20 to 39-year-olds to share their business ideas to kick-start demand among their peers - whether it's for Japanese sake, shochu, whiskey, beer or wine. The group running the competition for the tax authority says new habits - partly formed during the Covid pa...