Changing Youth Drinking Culture in Japan

International Consumer Management Prof. ROY LARKE Alcohol for youth Japanese Team 140 08BN006A AWAYA RIKA 08BN034K KAZIRO HISASHI 08BN100Z HATSUSHIBA AI

Outline 1. The changing of Nomikai 2. The decline of consumption of Alcohols 3. The changing of communication 4. The movement of drinking style 5. Conclusion

From the lecture of ICM The lecture “Consumer and Culture” “Culture” is defined “the sum total learned beliefs, values and customs” Japanese culture would be defined “Tatemae, Gaman, NenkoJoretsu. ” 　-> We think those appear Nomikai, and Nomikai would be one of the Japanese cultures.

What is Nomikai? Company events On the premise that all member take part in. The purpose is to promote a friendship with boss or subordinate eating and drinking. “Nominication” or “First orders are Beers”were occuredNomikai. But it is said that Nomikai is changing and the consumption of Alcohol is declining.

Restraint for drinker Changing of drinker’s of conscious is one of the causes. Alcohol is bad for body. People who care their health recreas. Some drink-drivers occurred miserable car accidents. From those, restraints for drinkers become strong and the images of Nomikai become worth. Inaddition, half of people don’t like Nomikai. Those are reasons that young people do not join Nomikai actively.

What youths like? Saving money for the future. They are anxiety future of Japan because they hear depression news everyday. Sweet tastes alcohols. There are many alcohols and they can choose tastes. Low alcohol contents. Youths like alcohols content of about 3% (Older like about 6%) Drinking time change Youths :PM10:00 or PM11:00～ Older : PM8:00～

Percentage of young people consumption ,[object Object]

Young people tend to be saving persons.

In fact,22.9% of young people who do not drinkalcohol want to save money. automobile-related Communication charge bicycle beer total

Consumption of alcohol The consumption of all alcoholic beverage is decreasing since 2000s. Beer is declining greatly, but shouchu is a little increasing. ->because of the popularity of chu-high

New Style ofNomikai Recently, “Web Nomi” is popular between youth　Japanese. This is a sales promotion of SUNTORY. Web Nomi means drinking with chatting. Why Web Nomi become popular? Saving Changing consumers’ tastes

The Effect of communication means Japanese people, especially young people, are shifting from a vocal communication to new communication tools. It is not important for the younger to communicate thorough drinking.

How will goes youth drinking culture in the future? Today, young peoples are given choices about drinking freely. They do not have to drink forcibly. How will goes the young drinking culture in the next 10 years? ↓ Additional intensifications of Bipolarization ＆Diversification

Bipolarization Young people can choose to drink or not to drink more freely without any compulsion. They do not have to mind anything even if they are with their senior or boss in Nomikai. Choices of drinking or no-drinking will be intensifying more and more. In a situation of Nomikai

Diversification ,[object Object]

Young consumers’ tastes are diversifying increasingly.

Changing Youth Drinking Culture in Japan

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