A data profile of the people who buy, follow and care about Baju Kurung in Malaysia — modelled from more than twelve digital signal sources. Baju Kurung has an estimated audience of 1,916,532 people in Malaysia.
The average Baju Kurung fan in Malaysia is 34.7 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include TikTok, Hijab, Telegram, with strongest over-indexing on TikTok (1.57× the country average).
Demographically, the Baju Kurung audience skews more female with an average age of 34.7, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Baju Kurung fan in Malaysia is more female, around 34.7 years old, with strong Design Affinity tendencies and a notable affinity for TikTok.
The key figures that characterise the Baju Kurung profile in Malaysia.
78.5% are female, 21.5% are male, average age 34.7.
| Metric | Value |
|---|---|
| Female | 78.5% |
| Male | 21.5% |
| Average age | 34.7 |
| Estimated audience size | 1,916,532 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 30% | |
| 30-39 | 21% | |
| 40-49 | 17% | |
| 50+ | 9% |
Where the Baju Kurung audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Johor | ~300K | 1.37× | |
| 02 | Kuala Lumpur | ~500K | 1.36× | |
| 03 | Selangor | ~700K | 1.32× | |
| 04 | Perak | ~200K | 1.12× | |
| 05 | Negeri Sembilan | ~100K | 1.08× | |
| 06 | Pahang | ~100K | 1.05× | |
| 07 | Terengganu | ~80K | 1.00× | |
| 08 | Sarawak | ~200K | 0.99× | |
| 09 | Malacca | ~70K | 0.99× | |
| 10 | Kedah | ~100K | 0.98× | |
| 11 | Penang | ~100K | 0.98× | |
| 12 | Kelantan | ~90K | 0.95× | |
| 13 | Sabah | ~200K | 0.93× | |
| 14 | Putrajaya | ~8K | 0.83× | |
| 15 | Perlis | ~20K | 0.76× | |
| 16 | Labuan | ~10K | 0.76× |
The strongest cross-interests of the Baju Kurung audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hijab | Politics & Society | 3.16× | ||
| 02 | Bakery | Food & Beverages | 2.07× | ||
| 03 | Child care | Kids & Family | 2.07× | ||
| 04 | Skin care | Beauty & Wellness | 2.04× | ||
| 05 | Children's clothing | Fashion & Accessoires | 2.02× | ||
| 06 | Telegram | Internet & Social Media | 2.00× | ||
| 07 | Personal care | Health | 1.84× | ||
| 08 | Local food | Food & Beverages | 1.84× | ||
| 09 | Supermarket | Shopping | 1.77× | ||
| 10 | Google Maps | Internet & Social Media | 1.74× | ||
| 11 | Recipes | Food & Beverages | 1.66× | ||
| 12 | Discount stores | Shopping | 1.65× | ||
| 13 | Wholesale | Fashion & Accessoires | 1.62× | ||
| 14 | Halal | Politics & Society | 1.61× | ||
| 15 | TikTok | Internet & Social Media | 1.57× | ||
| 16 | Discounts and allowances | Shopping | 1.57× | ||
| 17 | Beauty salons | Beauty & Wellness | 1.56× | ||
| 18 | Malaysiakini | News | 1.50× | ||
| 19 | Luxury goods | Fashion & Accessoires | 1.50× | ||
| 20 | Malaysia Airlines | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.47× | |
| Creativity | OPEN | 1.44× | |
| Price Sensitivity | PREMIUM | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.45× | |
| Career Orientation | POWER | 0.88× | |
| Sustainability | BALANCE | 0.91× |
Baju Kurung has an estimated audience of 1,916,532 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
78.5% of Baju Kurung fans are female, 21.5% are male, with an average age of 34.7 years.
Baju Kurung fans show strongest brand affinity for TikTok (1.57×), Hijab (3.16×), and Telegram (2.0×) over the country average.
Baju Kurung fans in Malaysia are most concentrated in Selangor (reach ~700K), Kuala Lumpur (reach ~500K), and Johor (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Baju Kurung itself, the audience over-indexes on Hijab (3.16×), Telegram (2.0×), Google Maps (1.74×), and Malaysiakini (1.5×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia who actively search for Baju Kurung. 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 Malaysia. 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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