國際時事跟讀 Ep.K653: Japan Takes the Lead in the Sober Curious Movement Sweeping Asia Pacific
The sober curious culture, marked by moderation in alcohol consumption rather than complete abstinence, is gaining substantial ground globally. In the vast and diverse landscape of Asia Pacific, Japan emerges as a pioneer in championing this evolving trend, reshaping drinking norms across the region.
以適度飲酒而非完全禁酒作為主張的「關注清醒」文化正在全球廣泛傳播開。在龐大而多樣的亞太地區，日本成為引領這項不斷演變的潮流先驅，重新塑造了整個地區的飲酒習慣。
Transforming Drinking Traditions in Asia Pacific
改變亞太地區的飲酒傳統
For generations, alcohol has been a cornerstone of social bonding in Asia Pacific, particularly in East Asia. However, the seismic shifts caused by the COVID-19 pandemic and the adoption of flexible work arrangements have instigated a remarkable transformation. Fewer superfluous drinking gatherings and a heightened emphasis on health have catalyzed a growing interest in non-alcoholic alternatives.
好幾世代以來，酒精一直是亞太地區社交聯繫的基石，特別是在東亞地區。然而，COVID-19大流行以及靈活的工作安排帶來的巨大變革已經引發了顯著的轉變。減少不必要的飲酒聚會和更加強烈的健康意識已經催生了對無酒精替代品的興趣。
The Surge in Non-Alcoholic Beverages
無酒精飲料的激增
The year 2022 witnessed a staggering 481 million liters in total sales of non-alcoholic beverages across Asia Pacific. Projections anticipate a robust Compound Annual Growth Rate (CAGR) of 5% from 2022 to 2027, with sales reaching an impressive 621 million liters—reflecting a remarkable 29% increase from 2022. The main driver behind this surge is the rising tide of health-consciousness, fueling the popularity of non-alcoholic products that offer functional benefits.
2022年，亞太地區的無酒精飲料總銷售量達到驚人的4.81億升。預測表明，從2022年到2027年，預計年均複合成長率將強勢成長到5%，銷售量將達到令人印象深刻的6.21億升，較2022年增長29%。這個激增的主要驅動因素是人們不斷增長的健康意識，推動了具有功能性益處無酒精產品的普及。
Shifting Consumption Patterns Among the Youth
年輕一代消費模式的轉變
The younger generations are orchestrating a departure from traditional alcohol consumption habits. Alcohol no longer occupies a central role in their social interactions. Instead, these individuals prioritize personal time and well-being, with a notable 30% increase in Generation Z individuals prioritizing "time for myself" between 2019 and 2023.
年輕一代正在計畫遠離傳統的飲酒習慣。酒精不再在他們的社交互動中占據中心地位。取而代之的，這些人更加注重個人時間和健康，特別是在2019年至2023年期間，有30%的Z世代人們優先考慮"屬於自己的時間"。
Japan's "Dry" Initiatives
日本的"乾"計劃
Japanese alcohol companies are swiftly adapting to these evolving dynamics. In 2022, Asahi Breweries Ltd made a bold move by launching a customizable bar in Shibuya. Here, patrons can choose from an extensive selection of non-alcoholic drinks, including craft cola and lemonade, with the option to tailor alcohol content from 0% to 3%. Simultaneously, PARCO, a prominent shopping center operator targeting a younger demographic, wholeheartedly embraced the Dry January campaign in 2022, actively promoting non/low-alcohol beverages.
日本的酒精公司正在迅速適應這些不斷變化的動態。在2022年，朝日啤酒公司在澀谷推出了一個可自定義的酒吧。在這裡，顧客可以從眾多無酒精飲料中選擇，包括特調可樂和檸檬水，並可根據需要調整酒精含量，範圍從0%到3%。與此同時，面向年輕人的知名購物中心營運商PARCO在2022年全力支持了"乾一月"運動，積極宣傳無/低酒精飲料。
The Future of the Sober Curious Trend
「關注清醒」潮流的未來
While these "dry" initiatives remain relatively niche in Japan, they are poised for substantial expansion in the near future. Furthermore, there is a strong potential for this trend to ripple across other Asian countries, given the heightened sensitivity to alcohol in the Asia Pacific compared to the West. These factors collectively suggest promising growth prospects for the sober curious movement within the region, as it continues to redefine the drinking landscape in Asia Pacific.
盡管這些"乾"計劃目前在日本仍然相對小眾，但它們有望在不久的將來實現大規模擴展。此外，考慮到亞太地區相對于西方對酒精的更高敏感性，這個潮流有望對其他亞洲國家產生影響。這些因素共同表明，在亞太地區，「關注清醒」運動的增長有望前景遼闊，因為它繼續重新定義亞太地區的飲酒概觀。
Reference article: https://www.euromonitor.com/article/japan-leads-the-sober-curious-culture-in-asia-pacific