- Bucking the age-old stereotype of hard-drinking college students, Manaka Okamoto considers the next day’s schedule before cracking open an alcoholic beverage.
- The global market value for the segment rose to just under $10 billion in 2021 from $7.8 billion in 2018.
- On a recent afternoon in the entertainment district of Roppongi, groups of mostly young women gathered at a no-alcohol “beer garden” set up in the shadow of one of Tokyo’s tallest buildings.
Japan liquor businesses turn to non-alcoholic drinks to attract Gen Z
