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Who buys negative interest rate bonds?

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bank of Japan

Bank of Japan

For quite some time now, several governments started issuing bonds with negative interest rates. Our gut dislikes negative interest rates. First, how could a negative interest rate even exist? And Why would anybody be fool enough to pay an interest rate in order to lend money, i.e. to take a risk without apparent reward? Truth is, many investors purchase this securities, but the underlying reasons differ.

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