What makes someone sexy? Good looks? Sparkling personality? Or their investment portfolio? According to today’s Financial Times, the Japanese government is so desperate to sell bonds to private investors, it’s running an advertising campaign that carries the slogan: “Women have a thing for men who own JGBs!!... right!?”

With $9.5 trillion of debt, Japan’s financial position is in a critical state. Five-year bond yields of 0.4% aren’t very sexy, though the 1% deflationary droop makes the real yield more attractive – especially compared to the 0.05% earned on their bank deposits where, the FT says, the Japanese keep more than half their financial assets.

You never know. The new ad campaign just might work. Good news if it does, because if you think Japanese bond investors are sexy, just wait till you find out about Japanese finance and treasury professionals!
 

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