A data profile of the people who buy, follow and care about K-pop in India — modelled from more than twelve digital signal sources. K-pop has an estimated audience of 5,042,688 people in India.
The average K-pop fan in India is 28.5 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, West Bengal.
Top brand affinities include BTS, Bhojpuri language, Documentary movies, with strongest over-indexing on BTS (2.7× the country average).
Demographically, the K-pop audience skews more male with an average age of 28.5, and over-indexes on personality traits such as Patriotism, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical K-pop fan in India is more male, around 28.5 years old, with strong Patriotism tendencies and a notable affinity for BTS.
The key figures that characterise the K-pop profile in India.
40.5% are female, 59.5% are male, average age 28.5.
| Metric | Value |
|---|---|
| Female | 40.5% |
| Male | 59.5% |
| Average age | 28.5 |
| Estimated audience size | 5,042,688 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 48% | |
| 20-29 | 25% | |
| 30-39 | 14% | |
| 40-49 | 7% | |
| 50+ | 5% |
of the worldwide K-pop audience comes from India.
| Country | Share |
|---|---|
| China | 18.1% |
| Japan | 14.0% |
| United States | 13.8% |
Where the K-pop audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Mizoram | ~6K | 1.80× | |
| 02 | Manipur | ~10K | 1.64× | |
| 03 | Nagaland | ~5K | 1.34× | |
| 04 | Tripura | ~8K | 1.23× | |
| 05 | Arunachal Pradesh | ~4K | 1.23× | |
| 06 | Kerala | ~90K | 1.14× | |
| 07 | Sikkim | ~2K | 1.12× | |
| 08 | Meghalaya | ~6K | 1.11× | |
| 09 | Assam | ~50K | 1.06× | |
| 10 | Tamil Nadu | ~100K | 1.04× | |
| 11 | Goa | ~5K | 1.04× | |
| 12 | Maharashtra | ~300K | 1.01× | |
| 13 | Karnataka | ~100K | 0.92× | |
| 14 | West Bengal | ~100K | 0.88× | |
| 15 | Punjab (region) | ~60K | 0.86× | |
| 16 | Telangana | ~60K | 0.85× | |
| 17 | Uttarakhand | ~20K | 0.84× | |
| 18 | Gujarat | ~100K | 0.80× | |
| 19 | Haryana | ~50K | 0.79× | |
| 20 | Chhattisgarh | ~30K | 0.78× | |
| 21 | Jharkhand | ~30K | 0.76× | |
| 22 | Uttar Pradesh | ~200K | 0.75× | |
| 23 | Andhra Pradesh | ~50K | 0.73× | |
| 24 | Odisha | ~40K | 0.72× | |
| 25 | Jammu and Kashmir | ~20K | 0.72× | |
| 26 | Himachal Pradesh | ~10K | 0.71× | |
| 27 | Rajasthan | ~80K | 0.66× | |
| 28 | Bihar | ~60K | 0.66× | |
| 29 | Madhya Pradesh | ~60K | 0.64× |
The strongest cross-interests of the K-pop audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | KPop Demon Hunters | Movies & TV | 2.98× | ||
| 02 | BTS | Music & Radio | 2.70× | ||
| 03 | BLACKPINK | Music & Radio | 2.56× | ||
| 04 | Bihari languages | Politics & Society | 2.48× | ||
| 05 | Wild fisheries | Travel & Leisure | 2.34× | ||
| 06 | Spearfishing | Sports | 2.11× | ||
| 07 | Ayesha Khan | Movies & TV | 1.87× | ||
| 08 | Chaupal, Himachal Pradesh | Travel & Leisure | 1.83× | ||
| 09 | Zee Bangla | Movies & TV | 1.81× | ||
| 10 | Block B | Music & Radio | 1.78× | ||
| 11 | South Korea | Travel & Leisure | 1.68× | ||
| 12 | Home video | Movies & TV | 1.66× | ||
| 13 | Bhojpuri language | Politics & Society | 1.65× | ||
| 14 | Obituary | Literature | 1.65× | ||
| 15 | News24 | News | 1.64× | ||
| 16 | NDTV India | Movies & TV | 1.63× | ||
| 17 | Anandabazar Patrika | News | 1.62× | ||
| 18 | Documentary movies | Movies & TV | 1.61× | ||
| 19 | Punjab Kesari | News | 1.58× | ||
| 20 | Japan | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.00× | |
| Spirituality | BALANCE | 0.90× | |
| Tradition | CONSERVATISM | 0.86× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.48× | |
| Design Affinity | PREMIUM | 0.52× | |
| Quality Awareness | PREMIUM | 0.55× |
K-pop has an estimated audience of 5,042,688 people in India, concentrated in Maharashtra and Uttar Pradesh.
40.5% of K-pop fans are female, 59.5% are male, with an average age of 28.5 years.
K-pop fans show strongest brand affinity for BTS (2.7×), Bhojpuri language (1.65×), and Documentary movies (1.61×) over the country average.
K-pop fans in India are most concentrated in Maharashtra (reach ~300K), Uttar Pradesh (reach ~200K), and West Bengal (reach ~100K). These three regions account for the largest share of the active audience.
Beyond K-pop itself, the audience over-indexes on Bhojpuri language (1.65×), Documentary movies (1.61×), Block B (1.78×), and South Korea (1.68×) compared to the India average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India 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 India. 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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