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      "text": "Japan places 1st overall on the Nation Brands Index, becoming the first nation other than Germany or the United States to take the top spot. Germany drops to 2nd place for the first time since 2016, marking the end of its six-year reign in 1st place. The UK reenters the top five, moving from 6th to 4th place. Italy drops from 4th to 5th, and the U.S. climbs from 8th to 6th. France exits the top five and drops from 5th to 8th – its lowest rank recorded. Ukraine’s overall score remains stable between 2022 and 2023, while most other countries saw improvements – resulting in the country falling 10 spots in overall rank, from 47th to 57th. Overall desire to visit NBI nations reaches an all-time high in 2023 after declining in 2022. Appeal of investing in NBI nations is back up after a decline last year.",
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