Labubu Audience in Germany
Labubu has an estimated audience of 3,002,825 people in Germany. 51.2% are female, 48.8% are male, average age 32.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Edvard Grieg, Ireen Sheer, Handmade Gifts, Staycation, Liberace.
The average Labubu fan in Germany is 32.3 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Edvard Grieg, Ireen Sheer, Handmade Gifts, with strongest over-indexing on Edvard Grieg (12.13× the country average). Demographically, the Labubu audience skews balanced with an average age of 32.3, and over-indexes on personality traits such as Sustainability, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Brand · Subtype: Toys
Demographics of Labubu fans
| Metric | Value |
|---|---|
| Female | 51.2% |
| Male | 48.8% |
| Average age | 32.3 |
| Estimated audience size | 3,002,825 |
Audience persona
The typical Labubu fan in Germany is balanced, around 32.3 years old, with strong Sustainability tendencies and a notable affinity for Edvard Grieg.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 711,612 | 1.08× |
| Bayern | 495,147 | 1.03× |
| Baden-Württemberg | 410,560 | 1× |
| Hessen | 314,216 | 1.37× |
| Berlin | 262,768 | 1.96× |
| Niedersachsen | 246,635 | 0.85× |
| Rheinland-Pfalz | 136,813 | 0.91× |
| Sachsen | 132,323 | 0.9× |
| Hamburg | 91,058 | 1.34× |
| Schleswig-Holstein | 88,963 | 0.83× |
| Brandenburg | 83,890 | 0.9× |
| Sachsen-Anhalt | 64,953 | 0.83× |
| Thüringen | 62,530 | 0.82× |
| Bremen | 29,722 | 1.16× |
| Saarland | 26,871 | 0.73× |
| Mecklenburg-Vorpommern | 17,166 | 0.3× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Edvard Grieg | 12.13× | Literature |
| Ireen Sheer | 2.56× | Music & Radio |
| Handmade Gifts | 1.76× | Kids & Family |
| Staycation | 3.13× | Home & Garden |
| Liberace | 4.97× | Music & Radio |
| Fábio Silva (fighter) | 6.47× | Sports |
| Preacher (comics) | 4.88× | Literature |
| Ma'an | 15.83× | Travel & Leisure |
| Goon | 4.14× | Movies & TV |
| Information sensitivity | 3.54× | Technology & Electronics |
| Grinch | 1.64× | Movies & TV |
| Scratching post | 3.6× | Pets & Animals |
| Gruppo Torinese Trasporti | 12.14× | Cars & Mobility |
| Figure painting (hobby) | 2.35× | Arts & Culture |
| Jason Clarke (actor) | 2.71× | Movies & TV |
| Whataburger | 3.3× | Food & Beverages |
| Fantasy Earth: Zero | 3.34× | Games |
| Hauptschule | 3.82× | Kids & Family |
| Headhunters (film) | 2.33× | Movies & TV |
| Hückelhoven | 3.97× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.18 |
| LGBTQ+ Identity | OPEN | 1.08 |
| Urban Lifestyle | OPEN | 1.05 |
| Social Media Usage | JOY | 1.02 |
| Travelling | THRILL | 1.01 |
| Creativity | OPEN | 1 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 25.3% |
| Germany | 5.5% |
| Brazil | 5.2% |
See Labubu audiences in other countries
More Toys audiences in Germany
Frequently asked questions
How many fans does Labubu have in Germany?
Labubu has an estimated audience of 3,002,825 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Labubu fans?
51.2% of Labubu fans are female, 48.8% are male, with an average age of 32.3 years.
Which brands do Labubu fans like most?
Labubu fans show strongest brand affinity for Edvard Grieg (12.13×), Ireen Sheer (2.56×), and Handmade Gifts (1.76×) over the country average.
Where do Labubu fans live in Germany?
Labubu fans in Germany are most concentrated in Nordrhein-Westfalen (reach 711,612), Bayern (reach 495,147), and Baden-Württemberg (reach 410,560). 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 Ireen Sheer (2.56×), Handmade Gifts (1.76×), Staycation (3.13×), and Liberace (4.97×) compared to the Germany average.
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.