Labubu Target Market in Germany
A data profile of the people who buy, follow and care about Labubu in Germany — modelled from more than twelve digital signal sources. Labubu has an estimated audience of 942,654 people in Germany.
The average Labubu fan in Germany is 31.6 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include BTS, Jackie Chan, Korean drama, with strongest over-indexing on BTS (21.12× the country average).
Demographically, the Labubu audience skews more female with an average age of 31.6, and over-indexes on personality traits such as Extroversion, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Labubu fan in Germany is more female, around 31.6 years old, with strong Extroversion tendencies and a notable affinity for BTS.
At a glance
The key figures that characterise the Labubu profile in Germany.
Search interest · 12-month trend
Customer demographics of Labubu
55.8% are female, 44.2% are male, average age 31.6.
Gender split
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 31.6 |
| Estimated audience size | 942,654 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 41% | |
| 20-29 | 23% | |
| 30-39 | 15% | |
| 40-49 | 13% | |
| 50+ | 9% |
Worldwide distribution
of the worldwide Labubu audience comes from Germany.
| Country | Share |
|---|---|
| United States | 15.4% |
| Brazil | 4.3% |
| Germany | 4.0% |
Geography
Where the Labubu audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~60K | 1.14× | |
| 02 | Brandenburg | ~40K | 1.13× | |
| 03 | Mecklenburg-Vorpommern | ~30K | 1.12× | |
| 04 | Hamburg | ~30K | 1.10× | |
| 05 | Sachsen | ~60K | 1.08× | |
| 06 | Sachsen-Anhalt | ~30K | 1.02× | |
| 07 | Bayern | ~200K | 1.00× | |
| 08 | Thüringen | ~30K | 1.00× | |
| 09 | Nordrhein-Westfalen | ~300K | 0.97× | |
| 10 | Rheinland-Pfalz | ~60K | 0.97× | |
| 11 | Schleswig-Holstein | ~40K | 0.97× | |
| 12 | Hessen | ~90K | 0.96× | |
| 13 | Baden-Württemberg | ~200K | 0.95× | |
| 14 | Niedersachsen | ~100K | 0.90× | |
| 15 | Saarland | ~10K | 0.88× | |
| 16 | Bremen | ~9K | 0.86× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Labubu audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Monsta X | Music & Radio | 35.75× | ||
| 02 | G-Dragon | Music & Radio | 35.43× | ||
| 03 | Gong Yoo | Movies & TV | 25.96× | ||
| 04 | Got7 | Music & Radio | 25.47× | ||
| 05 | Jackie Chan | Movies & TV | 23.78× | ||
| 06 | BTS | Music & Radio | 21.12× | ||
| 07 | Allkpop | Music & Radio | 17.25× | ||
| 08 | IU (singer) | Music & Radio | 16.98× | ||
| 09 | Korean drama | Movies & TV | 16.39× | ||
| 10 | Rakuten | Shopping | 11.81× | ||
| 11 | J-pop | Music & Radio | 7.83× | ||
| 12 | Succulent plant | Home & Garden | 6.52× | ||
| 13 | K-pop | Music & Radio | 5.60× | ||
| 14 | Anime convention | Literature | 5.18× | ||
| 15 | Millie Bobby Brown | Movies & TV | 4.78× | ||
| 16 | Flowering plant | Home & Garden | 4.04× | ||
| 17 | Anime and manga fandom | Literature | 3.99× | ||
| 18 | Superman | Movies & TV | 3.06× | ||
| 19 | Batman | Movies & TV | 2.51× | ||
| 20 | Harry Potter | Movies & TV | 2.05× |
Personality of the Labubu audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 1.50× | |
| Spirituality | BALANCE | 1.40× | |
| Sustainability | BALANCE | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.80× | |
| Family Orientation | CONSERVATISM | 0.85× | |
| Indulgence | JOY | 0.90× |
Frequently asked questions
Who is Labubu's target market in Germany?
Labubu's target market in Germany covers an estimated 942,654 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Labubu customers?
55.8% of the Labubu audience are female, 44.2% are male, with an average age of 31.6 years.
Which brands do Labubu fans like most?
Labubu fans show strongest brand affinity for BTS (21.12×), Jackie Chan (23.78×), and Korean drama (16.39×) over the country average.
Where do Labubu fans live in Germany?
Labubu fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.
What other brands do Labubu fans also like?
Beyond Labubu itself, the audience over-indexes on Jackie Chan (23.78×), Korean drama (16.39×), G-Dragon (35.43×), and Allkpop (17.25×) compared to the Germany average.
Explore more audiences
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Labubu. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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