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

Islamabad: Foreign Minister Bilawal Bhutto Zardari has underscored that Pakistan and Canada needed to further deepen and expand bilateral cooperation in diverse fields.

He was talking to his Canadian counterpart Mélanie Joly through a video call in Islamabad on Wednesday.

Bilawal Bhutto Zardari underlined that this year marks the 75th anniversary of the establishment of diplomatic ties between Pakistan and Canada and maintained that both countries were holding activities to befittingly celebrate this milestone occasion.

Agreeing with the Foreign Minister,Mélanie Joly stressed that Canada was keen to solidify multi-dimensional ties with Pakistan.

In the context of situation in Afghanistan, Mélanie Joly particularly thanked Pakistan for its unremitting support in the evacuation process since last August. Foreign Minister Bilawal Bhutto Zardari underlined that Pakistan had been facilitating the evacuations on a humanitarian basis. The Foreign Minister also reiterated the need for scaled up support of the international community in protecting the lives and livelihoods of the Afghan people in the wake of dire humanitarian and economic crises and acknowledged Canada’s humanitarian assistance for Afghanistan.

During the video call, Mélanie Joly congratulated the Foreign Minister on his assumption of office and hoped that Pakistan-Canada ties would further strengthen and widen under his leadership.

The two Ministers agreed to remain in close contact. The Foreign Minister also conveyed his cordial greetings and best regards to Prime Minister Justin Trudeau.

Bilawal Bhutto Zardari invited Mélanie Joly to visit Pakistan which she accepted the invitation and underlined that she was looking forward to visit Pakistan at her earliest convenience.

Islamabad: Pakistan and the United Kingdom have signed reciprocal agreement to return foreign criminals and immigration offenders from the UK to Pakistan.

In a press release, UK Home Department said the agreement underlined both countries’ ongoing commitment to tackle issue of illegal migration and the significant threats it posed to both nations.

The agreement included ongoing work to improve and expand UK-Pakistani law enforcement cooperation.