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

Agriculture Ministry official Yoshio Shitamura making his plea for the public to drink more milk as demand has dropped by as much as 30 per cent in Japan.- Screengrab from Maffchanel/YouTube

TOKYO (Bloomberg): Donned in a cow costume, an official in Japan's Ministry of Agriculture issued one humble request to the nation: Drink more milk.

"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 (April 13).