'Drink more milk': Japanese official pleads in cow costume as dairy industry struggles

"With schools and restaurants closed, consumption of milk products has dropped," Yoshio Shitamura, an official at MAFF's dairy products department, said in a video on Monday .

The quirky video is the latest example of the distressed dairy industry grappling with demand destruction triggered by the Covid-19 pandemic. Meanwhile, milk demand has dropped by as much as 30 per cent without daily school lunches, and consumption of raw cream has collapsed by 50 per cent as a slew of restaurants shut their doors, according to Asahi Shimbun.

The nation is also struggling with brimming warehouses full of premium products - such as silky wagyu beef, plump melons and the fattiest parts of tuna - as households stick to buying bare essentials.

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