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 pandemic - and an ageing population have led to a decline in alcohol sales.

It wants contestants to come up with promotions, branding, and even cutting-edge plans involving artificial intelligence.

Japanese media say the reaction has been mixed, with some criticism about the bid to promote an unhealthy habit. But others have posted quirky ideas online - such as famous actresses "performing" as virtual-reality hostesses in digital clubs.

Contestants have until the end of September to put forward their ideas. The best plans will then be developed with help from experts before the final proposals are presented in November.

The campaign's website says Japan's alcohol market is shrinking and the country's older demographic - alongside declining birth rates - is a significant factor behind it.

Recent figures from the tax agency show that people were drinking less in 2020 than in 1995, with numbers plummeting from 100 litres (22 gallons) a year to 75 litres (16 gallons).

Tax revenue from taxes on alcohol has also shrunk over the years. According to The Japan Times newspaper, it made up 5% of total revenue in 1980, but in 2020 amounts to just 1.7%.

The World Bank estimates that nearly a third (29%) of Japan's population is aged 65 and older - the highest proportion in the world.

Concerns about the future of sake is not the only problem that poses for Japan's economy - there are worries about the supply of younger staff for certain types of jobs, and care for the elderly in the future.

SOURCE: BBC

A bombing at a mosque in the Afghan capital of Kabul during evening prayers on Wednesday killed at least 10 people, including a prominent cleric, and wounded at least 27, an eyewitness and police said.

There was no immediate claim of responsibility for the attack, the latest to strike the country in the year since the Taliban seized power. Several children were reported to be among the wounded.

The Islamic State group’s local affiliate has stepped up attacks targeting the Taliban and civilians since the former insurgents’ takeover last August as U.S. and NATO troops were in the final stages of their withdrawal from the country. Last week, the IS claimed responsibility for killing a prominent Taliban cleric at his religious center in Kabul.

According to the eyewitness, a resident of the city’s Kher Khanna neighborhood where the Siddiquiya Mosque was targeted, the explosion was carried out by a suicide bomber. The slain cleric was Mullah Amir Mohammad Kabuli, the eyewitness said, speaking on condition of anonymity because he was not authorized to talk to the media. 
 
He added that more than 30 other people were wounded. The Italian Emergency hospital in Kabul said that at least 27 wounded civilians, including five children, were brought there from the site of the bomb blast.

There were fears the casualty numbers could rise further.

Khalid Zadran, the Taliban-appointed spokesman for the Kabul police chief, confirmed an explosion inside a mosque in northern Kabul but would not provide a casualty toll or a breakdown of the dead and wounded.

Taliban spokesman Zabihullah Mujahid also condemned the explosion and vowed that the “perpetrators of such crimes will soon be brought to justice and will be punished.”

A U.S.-led invasion toppled the previous Taliban government, which had hosted al-Qaida leader Osama bin Laden in Afghanistan, following the Sept. 11, 2001 terrorist attacks in the United States.

Since regaining power, the former insurgents have faced a crippling economic crisis as the international community, which does not recognize the Taliban government, froze funding to the country.

Separately, the Taliban confirmed on Wednesday that they had captured and killed Mehdi Mujahid in western Herat province as he was trying to cross the border into Iran.

Mujahid was a former Taliban commander in the district of Balkhab in northern Sar-e-Pul province, and the only member of the minority Shiite Hazara community among the Taliban ranks.

Mujahid had turned against the Taliban over the past year, after opposing decisions made by Taliban leaders in Kabul.

SOURCE: AP NEWS

Rawalpindi: Relief operations for the flood affectees are in full swing by Pakistan Air Force (PAF) in South Punjab Region.

According to a press release, food and medical facilities are being provided round the clock to the affected families by the relief teams of PAF.

12155 pounds of basic food items and commodities were distributed amongst the needy families. Moreover, 939 patients were also attended by the paramedical team of Pakistan Air Force.

The recent floods have caused devastation in the low-lying areas of South Punjab Region, badly damaging the villages and infrastructure.

Despite inclement weather conditions throughout the country, especially in flood stricken areas, PAF personnel are working hard to provide humanitarian assistance to flood affectees.