How Alcohol and Drinking Trends Are Changing in Japan

2024 has been a turbulent year for the alcohol landscape in Japan. Sales of inexpensive, flavorful, and highly alcoholic so-called "strong" beverages (typically with an alcoholic content of 9%) have dropped. The backlash from specific organizations advertising alcohol in public spaces has intensified. 

Moreover, starting October 2024, drinking in the streets of Tokyo's popular Shibuya district will be prohibited. Observers believe this ban will soon extend to other districts in the Tokyo Metropolitan area, such as Shinjuku.

So, just what is going on?

Strong Drinks Hitting a 'Chu-low'?

Many visitors to Japan in the 20-30 age demographic will be familiar with the varied line of strong alcoholic drinks. These canned chu-hai (a highball containing shochu, a Japanese spirit) are distinguished by their high alcohol content. They are popular among young Japanese adults for their affordability, potency, and diverse flavors. Many contain no sugar or have a very low sugar content.

In January 2024, the Ministry of Health, Labor, and Welfare issued alcohol guidelines emphasizing the importance of raising awareness about "the spread of strong chu-hai."

Subsequently, beer companies began to reconsider their stance on selling these drinks. Asahi reduced its strong alcohol product lineup from 79 items at the end of 2020 to just one as of January 2024. Similarly, Sapporo, which had up to 20 strong beverage products in 2018, now sells only one. 

Simultaneously, demand for non-alcoholic beer and non-alcoholic chu-hai is also increasing. Suntory reports that the market size of non-alcoholic beverages in 2022 grew by 2% compared to 2021. This marks a 40% expansion compared to a decade ago.

Additionally, market research firm INTAGE Inc. shows sales of strong chu-hai decreased from approximately ¥177.6 billion JPY ($1.1 billion USD) in 2020 to about ¥136.5 billion ($853 million) in 2023.

Possible Influence of COVID-19

Research suggests alcohol consumption trends that emerged during the COVID-19 pandemic could possibly be influencing sales of strong chu-hai. 

In March 2024, Associate Professor Eiichi Sakamaki of Utsunomiya University published his findings from a study on drinking patterns during the pandemic. His analysis showed that consumers staying at home used the money they would have spent dining out to purchase higher-end alcohol. Sales of whiskey and other spirits surged, whereas demand for lower-priced alcoholic beverages declined. 

Japan did not downgrade the status of COVID-19 to a common infectious disease until May 2023. Until then, this COVID culture remained deeply ingrained. Perhaps this impacted strong chu-hai sales in the first half of 2023.

Meanwhile, in 2023, strong chu-hai and highballs with an alcohol content of around 9% still accounted for 23.7% of domestic alcohol sales. Suntory's -196°C and Kirin's Hyoketsu lead the industry in the "strong" sector. Consequently, both companies are exercising caution regarding any potential withdrawal from this still lucrative market.

Takohai Campaign Controversy

Certain non-profit organizations are also now questioning the appropriateness of alcohol advertising in public spaces. ASK denounced a recent joint campaign by Suntory and Keikyu Corporation promoting Takohai, a Suntory chu-hai brand. ASK focuses on preventing alcohol and drug-related issues.

This promotion event sought to revitalize the Kamata area, renowned for its bar district, with backing from both companies and the Otakushoren (Ota-ku shopping district association). Keikyu-Kamata Station was decorated and temporarily renamed Keikyu Kamatakohai Station until June 16. Visitors could enjoy Kamata's famous gyoza and Takohai in a bar-like setting on the platform and inside stationary trains.

ASK published an open letter on its website criticizing the event. "Stations are communal spaces where people of all ages, including minors and individuals with medical or health-related restrictions on alcohol, frequent," it read. The letter denounced the event's festivities as "irresponsible actions that neglect public responsibility" and called for its cancellation.

As a result, Suntory decided to shorten the length of its promotion campaign. Responding to an interview with JAPAN Forward, a Suntory representative stated, "Enjoying alcohol in moderation can enhance social interactions and enrich daily experiences. We remain committed to initiatives aimed at preventing alcohol-related issues and advocating responsible consumption."

Public Response

On May 28, The Sankei Shimbun article on the matter was posted on Yahoo News. Within hours, it had received almost 7,000 comments. The top comment, which received over 40,000 likes, has since been deleted. It read:

"Although my father was an alcoholic, I never harbored any resentment towards alcohol advertising or liquor stores. After all, (alcohol) is meant for those who can enjoy it in moderation. Alcoholism is fundamentally about personal responsibility. Blaming others and circumstances just seems odd to me." 

Heraizz, a popular Japanese YouTuber, also voiced puzzlement over the NPO's complaints in a May 29 video. "If you're going to take issue with alcohol in public spaces, then where does it end?" She pointed out that alcohol advertisements appear on trains in Japan all the time. "You'll find alcohol in convenience stores within train stations, in the vending machines outside, and on the TV when you go home." 

No More Public Drinking?

Public drinking, too, is now also facing scrutiny and regulation. On June 17, the assembly of Tokyo's Shibuya Ward unanimously passed a new ordinance prohibiting street drinking around Shibuya Station. The ban runs from October 1 onwards. Previously, public drinking was only banned during Halloween and the year-end/New Year holiday season.

Now updated, the ordinance extends this prohibition throughout the year. A rising trend of street drinking among young people and foreign visitors is blamed. Currently, violations incur no penalties, and the ban will be effective from 6 PM to 5 AM.

In a brief interview with JAPAN Forward, Shibuya Mayor Ken Hasebe elaborated on the reasons for this measure. "Since September 1, 2023, we have been carrying out nightly patrols promoting drinking etiquette," he says. "Despite this, the situation has shown no signs of improvement. That is why we revised the ordinance." 

Hasebe reveals that "While noise and disruptive behavior caused by foreigners were factors, they were not the sole reasons." He stressed that "Japanese individuals also contribute to these issues." Interestingly, however, he reveals, "About 70% of street drinkers are foreigners."

Debate continues to unfold over strong chu-hai beverages, public alcohol advertising, and street drinking. However, clearly this is not merely about regulation, but also about preserving cultural enjoyment and personal responsibility. 

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Author: Daniel Manning