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Sobering trend: nearly half of young Japanese never drink alcohol, survey shows

Nearly 44 per cent of Japanese in their twenties never drink alcohol and another 16 per cent do so less than once a month, according to a new survey – a generational shift that is rattling Japan’s drinks industry and challenging long-held social norms. The findings, by Tokyo-based marketing consultancy Mery Co, reflect deeper changes in Japanese society, observers say, with pandemic-era habits, rising costs and evolving attitudes about work and well-being reshaping how younger generations...


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