{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Beer drinking losing popularity in Japan' data-url='/boclips/videos/5c54d5a7d8eafeecae1fd31c' data-video-url='/boclips/videos/5c54d5a7d8eafeecae1fd31c' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nBeer drinking losing popularity in Japan\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eLEADIN:              Beer consumption in Japan is on the decline - dropping 7 per cent in the last 5 years.              It's believed a fall in popularity among the younger generation is to blame.              STORYLINE:             ...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eLEADIN:\u003cbr/\u003e              Beer consumption in Japan is on the decline - dropping 7 per cent in the last 5 years.\u003cbr/\u003e              It's believed a fall in popularity among the younger generation is to blame.\u003cbr/\u003e              STORYLINE:\u003cbr/\u003e              From beer gardens on the rooftops of department stores to quiet, wood-panelled craft breweries, the Japanese seem to enjoy their beer in the summer.\u003cbr/\u003e              But beer consumption has actually been falling for five years straight in Japan.\u003cbr/\u003e              It seems the younger generation are to blame. After work drinks, which were once the trademark of suited Japanese businessmen, seem to be losing their appeal with millennials.\u003cbr/\u003e              Japan's annual per capita beer consumption fell about 7 percent between 2010 to 2015, according to a study by major beer maker Kirin. \u003cbr/\u003e              And the future outlook is that the trend will continue. \u003cbr/\u003e              There's even a Japanese phrase to describe it: \"beerooh banareh,\" or \"leaving beer,\" which means a gradual decline that hit after beer drinking peaked around the mid 1990s. \u003cbr/\u003e              Japanese youth tend to be more independent minded than their baby boom generation parents, who saw going out for beers with their office bosses and co-workers as a call of duty. \u003cbr/\u003e              Beers also are losing out in Japan to a wide variety of other liquors, from wines to \"kanchuhai\" fruity cocktails, whiskies along with cheaper beer-like drinks, and of course, sake. \u003cbr/\u003e              Naturally all of this worries Haruhiko Matsuba, Marketing Manager for Asahi Breweries, the industry leader in Japan. \u003cbr/\u003e              Asahi was founded in the late 1800's, and is an institution in Tokyo. In its effort to grab attention and help reverse the decline in beer consumption, especially among the younger generation, the iconic Japanese brand has even turned to Hollywood.\u003cbr/\u003e              The company's latest ad campaign features actor Johnny Depp riffing on an electric guitar on a rooftop before drinking a limited edition version of its 30-year-old hit Super Dry - the brew which helped catapult it to No. 1 in the Japanese beer industry in 1998. \u003cbr/\u003e              Seeking to expand its already formidable global reach, Asahi has also signed agreements with overseas beer brands, such as Italy's Peroni, the Dutch Grolsch and Pilsner Urquell of Czechoslovakia. \u003cbr/\u003e              Despite all this Matsuba says drinking beer is still losing its social appeal:\u003cbr/\u003e              \"As we hear from our customers, they say there are increasingly fewer opportunities to drink, as they now have fewer friends who drink or less places to drink. So, these (factors) are keeping them away from alcohol but it definitely is not that they don't want to drink. That is what our customers say,\" he says.\u003cbr/\u003e              By region, Asia still tops the world in beer consumption, making up 34 percent of global beer guzzling, followed by Europe at 27 percent. North America accounts for 14 percent and Africa just 7 percent, according to Kirin Brewery Co.\u003cbr/\u003e              By nationality, Czechs were number one in per capita consumption of beer. Americans ranked number 20, while Japanese were 55th, down from 38th in 2010. \u003cbr/\u003e              However the Japanese are now starting to appreciate more nuanced craft beers which reflect their more individual-oriented lifestyles. \u003cbr/\u003e              Japan now has about 200 small craft breweries, giving consumers more choice about the beers they drink, according to the Japan Beer Journalists Association. \u003cbr/\u003e              Last year, Kirin Brewery Co opened a craft brewery in Tokyo's fashionable Daikanyama district. Asahi also opened one near its head office recently. \u003cbr/\u003e              Kirin's brewery has a western menu, spacious terrace and beers with names like DayDream and Jazzberry which are brewed behind transparent walls. \u003cbr/\u003e              Takuya Iwata, a 31 year old who works at a university in Tokyo, is enjoying sampling various beers at Spring Valley Brewery with a friend.\u003cbr/\u003e              However he recognises the changing trends in drinking and socialising, saying:\u003cbr/\u003e              \"Culture has changed...we like something different. Youth culture is different.\"\u003cbr/\u003e            \u003cbr/\u003e\u003cbr/\u003e              Tokyo, Japan - 31 August 2017\u003cbr/\u003e              1. Various people toasting and drinking beer at a rooftop \"beer garden\"\u003cbr/\u003e              2. SOUNDBITE (Japanese) Eiji Itou, rooftop beer garden visitor\u003cbr/\u003e              \"Perhaps less people are drinking beer recently. But we, the middle aged men, drink a lot of it even if young people may not drink as much as we do.\"\u003cbr/\u003e              \u003cbr/\u003e              Chiba Prefecture, Japan - 31 May 2017\u003cbr/\u003e              3. Wide of Asahi Beer Factory, \u003cbr/\u003e              4. Various of Asahi Beer being manufactured at the Asahi Beer Factory, \u003cbr/\u003e              \u003cbr/\u003e              Tokyo, Japan - 21 July 2017\u003cbr/\u003e              5. Tilt up of Haruhiko Matsuba, Marketing Manager, Asahi Breweries, pouring beer into a glass\u003cbr/\u003e              6. Wide of Matsuba at the interview\u003cbr/\u003e              7. SOUNDBITE (Japanese) Haruhiko Matsuba, Marketing Manager, Asahi Breweries\u003cbr/\u003e              \"As we hear from our customers, they say there are increasingly fewer opportunities to drink, as they now have fewer friends who drink or less places to drink. So, these (factors) are keeping them away from alcohol but it definitely is not that they don't want to drink. That is what our customers say.\"\u003cbr/\u003e              \u003cbr/\u003e              Tokyo, Japan - 31 August 2-017\u003cbr/\u003e              8. Various of the exterior of the Spring Valley Brewery microbrewery\u003cbr/\u003e              9. Mid of a woman eating inside\u003cbr/\u003e              10. Various of workers inside brewery\u003cbr/\u003e              11. Various of a couple tasting various beers\u003cbr/\u003e              12. SOUNDBITE (English) Takuya Iwata, microbrewery visitor\u003cbr/\u003e              \"Culture has been changed a little bit. And we like something different. The youth culture is different.\"\u003cbr/\u003e              13. 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