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If you issue debt at non-positive yield, then there is no interest on your debt to offset with the yield from US bonds.
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I don't understand. Why would anyone buy their bonds when the US bonds yield more?
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The issuer of debt is the seller of the bond.
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That doesn't the answer the question of "who is buying these bonds instead of US Treasuries?"
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Someone who is betting that the negative yield changes favourably. The bet is the same in positive yield regimes as well. This could happen due to a combination of deflation forecasts increasing and expectations of interest rates being lowered even further.
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