Japanese Gen Z workers are increasingly avoiding traditional after-work drinks with colleagues and clients, and nearly half of them of them have given up alcohol consumption altogether according to a recent report by consultancy Mery Co
Nearly half of Japanese in their twenties say they never drink alcohol, a shift that is reshaping social norms and unsettling a drinks industry long dependent on workplace rituals and social gatherings.
A survey by Tokyo-based consultancy Mery Co showed 44% of respondents in their twenties abstain completely, while another 16% drink less than once a month. Among those who do drink, the most popular beverages were chūhai sour cocktails (59.5%), followed by beer (43.5%) and wine (27.4%).
The release of the study coincided with data from Japan’s major brewers showing beer consumption fell 9% in August compared with a year earlier, marking the fifth consecutive monthly decline.
The weakness in recent sales contrasts with past patterns when hot summer weather typically boosted demand for alcoholic beverages. Instead, this year’s extreme temperatures appear to have discouraged people from going out, while at-home consumption has also fallen as households face rising prices and shrinking disposable incomes.
Industry observers are speculating that the decline is more than seasonal, according to the report. Covid pandemic restrictions may, in part, have contributed to the decline by disrupting traditional university drinking parties and after-work gatherings, and many young people who experienced those years of social drinking abstinence have since entered the workforce.
The generational shift is also reinforced by changing attitudes toward health, personal time, and financial priorities. Health concerns accounted for 18% of those who did not drink; affordability for 10%, and 7% said their friends did not drink either. Survey respondents also cited various reasons for avoiding alcohol: 34% reported no specific reason; 24% said they had low tolerance; 22.6% felt they could enjoy themselves without drinking; and 21.6% disliked the taste.
The findings highlight a weakening of “nommunication”, referring to a practice in Japanese work culture where drinking with colleagues or clients is used to foster a more relaxed environment, build stronger relationships, and encourage open communication and trust, and which has played a central role in Japanese corporate culture for decades. Younger workers now are increasingly less inclined to spend evenings with superiors, preferring instead to pursue hobbies, sports, or personal activities.
Demographic trends are adding to the pressure on the industry. Japan’s population is rapidly aging, and per-capita alcohol consumption has declined by over a quarter in the past two decades. In response, the government has expressed concern over falling alcohol tax revenues; in fact, in 2022 the National Tax Agency even launched a campaign aimed at encouraging young adults to drink more.
