This is just legit really quite weird:

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.

Japan to its young people right now:

The government is not being shy about its long-term plans here:

Due to changes in demographics such as the declining birthrate and aging population, and lifestyle changes due to the impact of the new coronavirus infection, the domestic liquor market is shrinking. In this project, by having young people propose a business plan themselves, the purpose is to appeal to young people to the development and promotion of Japanese alcoholic beverages, and to revitalize the industry by publishing excellent plans.

I suppose the Japanese government could encourage people to, you know, have a lot more babies — is that at all something they might consider?

Okay, well good luck with the weird plan, Japan!

P.S. Now check out our latest video 👇