A data profile of the people who buy, follow and care about K-pop in United Kingdom — modelled from more than twelve digital signal sources. K-pop has an estimated audience of 3,843,906 people in United Kingdom.
The average K-pop fan in United Kingdom is 35.7 years old, more female, and lives primarily in Scotland.
The audience is concentrated in Scotland, Wales, Greater London.
Top brand affinities include KPop Demon Hunters, ONEUS, Wikipedia, with strongest over-indexing on KPop Demon Hunters (2.96× the country average).
Demographically, the K-pop audience skews more female with an average age of 35.7, and over-indexes on personality traits such as Mindfulness, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical K-pop fan in United Kingdom is more female, around 35.7 years old, with strong Mindfulness tendencies and a notable affinity for KPop Demon Hunters.
The key figures that characterise the K-pop profile in United Kingdom.
60.0% are female, 40.0% are male, average age 35.7.
| Metric | Value |
|---|---|
| Female | 60.0% |
| Male | 40.0% |
| Average age | 35.7 |
| Estimated audience size | 3,843,906 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 24% | |
| 30-39 | 17% | |
| 40-49 | 15% | |
| 50+ | 16% |
of the worldwide K-pop audience comes from United Kingdom.
| Country | Share |
|---|---|
| China | 18.1% |
| Japan | 14.0% |
| United States | 13.8% |
Where the K-pop audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~300K | 2.30× | |
| 02 | Wales | ~500K | 2.20× | |
| 03 | Scotland | ~600K | 1.78× | |
| 04 | North West | ~300K | 0.80× | |
| 05 | Greater London | ~400K | 0.78× | |
| 06 | East Midlands | ~200K | 0.70× | |
| 07 | East of England | ~200K | 0.69× | |
| 08 | South West | ~200K | 0.65× | |
| 09 | South East | ~300K | 0.63× | |
| 10 | North East | ~80K | 0.53× | |
| 11 | West Midlands | ~80K | 0.48× | |
| 12 | Yorkshire and the Humber | ~100K | 0.47× |
The strongest cross-interests of the K-pop audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | ONEUS | Music & Radio | 8.97× | ||
| 02 | IU (singer) | Music & Radio | 7.51× | ||
| 03 | PENTAGON | Music & Radio | 7.13× | ||
| 04 | The Holiday | Movies & TV | 3.25× | ||
| 05 | Este, Veneto | Travel & Leisure | 3.02× | ||
| 06 | KPop Demon Hunters | Movies & TV | 2.96× | ||
| 07 | Anime & Cosplay | Fashion & Accessoires | 2.62× | ||
| 08 | New media | Internet & Social Media | 2.06× | ||
| 09 | Scooby-Doo | Movies & TV | 1.98× | ||
| 10 | Character (arts) | Arts & Culture | 1.84× | ||
| 11 | Communication design | Business & Career | 1.78× | ||
| 12 | Health And Beauty | Beauty & Wellness | 1.73× | ||
| 13 | Papyrus | Politics & Society | 1.67× | ||
| 14 | Causeway Bay | Travel & Leisure | 1.67× | ||
| 15 | Millie Bobby Brown | Movies & TV | 1.60× | ||
| 16 | Folic acid | Health | 1.59× | ||
| 17 | Wikipedia | Internet & Social Media | 1.54× | ||
| 18 | The Works | Shopping | 1.54× | ||
| 19 | Dick Van Dyke | Movies & TV | 1.53× | ||
| 20 | Peacemaker | Movies & TV | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.18× | |
| Healthy Lifestyle | BALANCE | 1.11× | |
| Patriotism | CONSERVATISM | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.84× | |
| Luxury Orientation | PREMIUM | 0.85× | |
| Sports Activity | POWER | 0.86× |
K-pop has an estimated audience of 3,843,906 people in United Kingdom, concentrated in Scotland and Wales.
60.0% of K-pop fans are female, 40.0% are male, with an average age of 35.7 years.
K-pop fans show strongest brand affinity for KPop Demon Hunters (2.96×), ONEUS (8.97×), and Wikipedia (1.54×) over the country average.
K-pop fans in United Kingdom are most concentrated in Scotland (reach ~600K), Wales (reach ~500K), and Greater London (reach ~400K). These three regions account for the largest share of the active audience.
Beyond K-pop itself, the audience over-indexes on ONEUS (8.97×), Wikipedia (1.54×), Scooby-Doo (1.98×), and PENTAGON (7.13×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for K-pop. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. 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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