The Paradox of Anti-Japanese Sentiment: Japanese Youth Abstaining from Beer, While Japanese Beer Tops the Import List.

While Japanese beer is gaining a strong foothold in the beer market, even becoming the top imported beer in South Korea after four years, the consumption of beer within Japan itself is on the decline.

 

According to the Nihon Keizai Shimbun, the annual shipment volume of Japanese beer has been decreasing every year since peaking at over 7 million kiloliters in 1994. Last year, in particular, saw a staggering 70% decrease in beer shipments compared to the peak, falling below 2 million kiloliters. If this trend continues, it is estimated that by 2056, beer shipments could drop by over 90% compared to their peak.

 

These contrasting trends are sparking interest in the beer markets of both South Korea and Japan.

 

One of the main reasons for this sharp decline in beer consumption is attributed to the issues of low birth rates and an aging population. Not only is the population of drinkers decreasing in Japan, but also, there is a clear trend among the younger generation, who are considered the future consumers of alcoholic beverages, to distance themselves from alcohol.

 

Recently, there has been a noticeable aversion to alcohol, particularly among the younger generation in Japan. According to a survey by the Japanese internet company Biglobe, 80% of the 20-24 age group in Japan responded that they "do not want to drink alcohol in their daily lives." Furthermore, they also expressed a negative attitude toward behaviors associated with getting drunk and losing control.

 

In response to these changes, Asahi Breweries, a major Japanese beer manufacturer, launched a beer with an alcohol content of 0.5% in 2021, aiming to expand its consumer base.

 

On the other hand, Japanese beer has achieved the top spot in the cumulative import rankings by country for the year 18, surpassing Chinese and Dutch beers. According to customs data, the import volume of Japanese beer in the year 18 accounted for 21.9% of the total beer imports, with 36,573 tons, securing the top spot. Especially noteworthy is the 238.4% increase in imports of Japanese beer compared to the same period last year.

 

These contrasting trends are sparking interest in the beer markets of both South Korea and Japan. Research and analysis of consumer behaviors and trends between the two countries are becoming even more important.