One of the things you may notice when you come to Japan is how much drinking seems to be going on. Certain Japanese societal circles (the workplace, university clubs, etc) run more smoothly with the help of alcoholic lubrication in the form of after-hours “drinking parties” to facilitate team-building and bonding—it’s called nomication (or nominication), a portmanteau of “nomu” (to drink) and “communication”.
So we were quite surprised to discover recently that Japan’s level of alcoholic beverage consumption is actually way, way down. But why?