The name is Bond, Japanese Government Bond. Stuck with the tricky job of making debt issued by the world's most indebted government an attractive investment prospect, Japan's ministry of finance has hit upon a novel sales pitch.
A high-profile advertising campaign to persuade millions of small-time investors to buy the country's sovereign debt has gone for raw sex appeal: “Women have a thing for men who own JGBs!! . . . right!?”
Owning bonds might not be everyone's idea of the way to a woman's heart but, according to the finance ministry advert, women prefer men who invest in solid government debt because they are sensible investors.
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