#Japan #Shibuya #Smart Drinking #MZ Generation

Shibuya: The New Frontier of Smart Drinking Culture

In a revealing survey conducted by the Shibuya Future Design Association and Sumadori Corporation, along with the support of Shibuya Ward, it has been demonstrated that Shibuya is at the forefront of the non-alcoholic and low-alcohol drinking trend among the MZ generation (ages 20-39). Over 1,100 participants nationwide shared their insights regarding their drinking habits and preferences, shedding light on this cultural shift.

Growing Acceptance of Diverse Drinking Choices

The survey, which analyzed the behaviors and mindsets surrounding drinking, showed that a substantial 69.6% of respondents agree that there is no need to drink alcohol if they do not want to. This sentiment reflects a growing acceptance that drinking should not be a forced activity but a choice.

Interestingly, Shibuya, with its vibrant and diverse population, exhibited a higher propensity for non-alcoholic and low-alcohol options, with 45.6% of participants actively choosing these alternatives compared to a national average of 33.7%. The findings suggest that frequent visitors to Shibuya are more inclined to experiment with new drinking styles, paving the way for a culture that prioritizes personal choice and inclusivity.

Insights from Non-Drinkers

The research delved into the insights of non-drinkers, revealing that many enjoy social gatherings but are also sensitive to the dynamics of these events. There is a noticeable desire among MZ generation individuals to feel included without the pressure of consuming alcohol. Some respondents expressed feelings of fatigue from social obligations and the loneliness that sometimes accompanies them.

Shibuya's Unique Environment

Shibuya’s role as a cultural trendsetter comes from its responsiveness to new ideas and social behaviors. The establishment of venues such as SUMADORI-BAR SHIBUYA, which promotes smart drinking practices, creates a supportive environment where these new drinking norms can flourish. However, outside of Shibuya, limited options for non-alcoholic drinks still pose challenges for social interaction in many other areas.

Collaborative Efforts for Cultural Evolution

The Shibuya Smart Drinking Project, initiated in June 2022, aims to cultivate an environment where diverse drinking preferences are respected. Its ongoing commitment to raising awareness around responsible drinking through seminars and workshops signifies an evolution in social norms. The idea is to foster understanding and accommodation among drinkers and non-drinkers alike.

According to Mai Nagata, director of SHIBUYA109 lab, the research highlights a respectful coexistence between those who drink and those who abstain. Innovative approaches, such as suggesting social outings for meals rather than drinks, help alleviate the pressures associated with participation in drinking events.

Leaders Speak on the Cultural Shifts

Shin Ko, Secretary General of Shibuya Future Design, emphasized the importance of recognizing the diverse drinking preferences of younger generations. The initiative strives to promote a culture where everyone can feel safe and true to themselves in social drinking settings.

Shibuya Ward Mayor Ken Hasebe remarked on the importance of providing environments where both drinkers and non-drinkers can enjoy themselves. He expressed pride in Shibuya’s reputation as a hub for youth culture and innovation, affirming that the district will continue to embrace diverse individuals who seek connection.

Shibuya Smart Drinking Project

The Shibuya Smart Drinking Project serves as a partnership between Asahi Beer, Dentsu Digital, and local organizations. By organizing awareness seminars and workshops, the project aspires to address societal challenges by promoting responsible drinking and celebrating the diversity in consumption preferences. More information about the movement can be found on their website.

Conclusion

This progressive stance on drinking culture signifies the MZ generation's shift towards inclusivity and respect for individual choices. With ongoing initiatives and the active participation of local organizations, Shibuya is set to not only sustain but also grow its reputation as a pioneering district for smart drinking awareness and practices. As these values continue to proliferate, Shibuya stands as a shining example of how cultural evolution can positively impact social interactions in urban settings.