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: Jackie Chan, Rakuten, Korean drama, Ariana Grande, IU (singer).
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 Jackie Chan, Rakuten, Korean drama, with strongest over-indexing on Jackie Chan (15.83× 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 Jackie Chan.
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 |
|---|---|---|
| Jackie Chan | 15.83× | Movies & TV |
| Rakuten | 9.65× | Shopping |
| Korean drama | 7.75× | Movies & TV |
| Ariana Grande | 5.25× | Music & Radio |
| IU (singer) | 12.14× | Music & Radio |
| Allkpop | 12.07× | Music & Radio |
| Harry Potter | 1.71× | Movies & TV |
| BTS | 6.87× | Music & Radio |
| Anime convention | 4.23× | Literature |
| J-pop | 8.11× | Music & Radio |
| Batman | 2.29× | Movies & TV |
| Gong Yoo | 15.86× | Movies & TV |
| Anime and manga fandom | 3.46× | Literature |
| Livemusic | 2.61× | Music & Radio |
| Webcomic | 4.65× | Literature |
| House music | 2.24× | Music & Radio |
| Shih Tzu | 3.14× | Pets & Animals |
| Superman | 2.23× | Movies & TV |
| Millie Bobby Brown | 3.22× | Movies & TV |
| Labrador Retriever | 2.64× | Pets & Animals |
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 Jackie Chan (15.83×), Rakuten (9.65×), and Korean drama (7.75×) 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 Rakuten (9.65×), Korean drama (7.75×), Ariana Grande (5.25×), and IU (singer) (12.14×) 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.