kent$ echo "data_1 american 100
dquote> data_1 US 1000
dquote> data_1 australia 50
dquote> data_2 american 90
dquote> data_3 singapore 4
dquote> data_3 thailand 50"|awk '{if ($1 in a) gsub(/./," ",$1);else a[$1]=1; print $0}'
data_1 american 100
US 1000
australia 50
data_2 american 90
data_3 singapore 4
thailand 50