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

Washington: NASA's giant new SLS rocket arrived at its launchpad Wednesday in Cape Canaveral ahead of a planned flight to the Moon in less than two weeks.

It will be the maiden voyage of the Artemis program -- America's quest to return humans to the Moon for the first time since the last Apollo mission in 1972.

The Artemis 1 mission, an uncrewed test flight, will feature the first blastoff of the Space Launch System rocket, which will be the most powerful in the world.

It will propel the Orion crew capsule into orbit around the Moon, and the spacecraft will remain in space for 42 days before returning to Earth.

Starting in 2024, astronauts will travel aboard Orion for the same trip, and the following year, at the earliest, Americans will once again set foot on the Moon.

The SLS rocket, in development for more than a decade, is 98 meters (322 feet) tall.

On Wednesday it stood at historic launch complex 39B, after a 10-hour overnight crawl from the assembly building.

"To all of us that gaze up at the Moon, dreaming of the day humankind returns to the lunar surface, folks, we're here. We are going back," NASA administrator Bill Nelson said earlier this month.

The Orion capsule will fly to the Moon and 64,000 kilometers (40,000 miles) beyond it -- further than any previous crewed spacecraft.

On the way back through Earth's atmosphere, traveling at 40,000 km per hour (25,000 mph), Orion's thermal shield will have to withstand a temperature that is half that of the surface of the sun.

Liftoff for the Artemis 1 mission is scheduled for August 29 at 8:33 am (1233 GMT). If it has to be postponed due to bad weather, the backup dates are September 2 and 5.

After the 42-day trip, the capsule is supposed to splash down in the Pacific and be picked up by a US Navy vessel.

In 2024, an Artemis 2 mission is scheduled to take astronauts up to orbit the Moon but without landing on it. That honor is reserved for Artemis 3, a mission scheduled for 2025 at the earliest.

The last time people walked on the Moon was with the Apollo 17 mission in 1972.

While the Apollo program featured only white male astronauts, NASA says the Artemis missions will land the first woman and first person of color on the Moon.

The hope is to use the Moon as a staging ground to develop technologies for sending humans to Mars.

SOURCE: AFP

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.