A data profile of the people who buy, follow and care about Chinese New Year in Malaysia — modelled from more than twelve digital signal sources. Chinese New Year has an estimated audience of 2,484,795 people in Malaysia.
The average Chinese New Year fan in Malaysia is 37.9 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Malaysiakini, Google Maps, Public bank, with strongest over-indexing on Malaysiakini (1.63× the country average).
Demographically, the Chinese New Year audience skews balanced with an average age of 37.9, and over-indexes on personality traits such as Healthy Lifestyle, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Chinese New Year fan in Malaysia is balanced, around 37.9 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Malaysiakini.
The key figures that characterise the Chinese New Year profile in Malaysia.
54.5% are female, 45.5% are male, average age 37.9.
| Metric | Value |
|---|---|
| Female | 54.5% |
| Male | 45.5% |
| Average age | 37.9 |
| Estimated audience size | 2,484,795 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 26% | |
| 30-39 | 22% | |
| 40-49 | 19% | |
| 50+ | 15% |
of the worldwide Chinese New Year audience comes from Malaysia.
| Country | Share |
|---|---|
| Taiwan | 26.3% |
| Malaysia | 10.9% |
| China | 9.7% |
Where the Chinese New Year audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~800K | 1.70× | |
| 02 | Selangor | ~1M | 1.57× | |
| 03 | Sarawak | ~300K | 1.42× | |
| 04 | Johor | ~500K | 1.40× | |
| 05 | Penang | ~200K | 1.30× | |
| 06 | Sabah | ~300K | 1.22× | |
| 07 | Perak | ~200K | 1.10× | |
| 08 | Negeri Sembilan | ~100K | 0.95× | |
| 09 | Malacca | ~90K | 0.95× | |
| 10 | Kedah | ~100K | 0.92× | |
| 11 | Pahang | ~100K | 0.83× | |
| 12 | Labuan | ~20K | 0.81× | |
| 13 | Putrajaya | ~9K | 0.71× | |
| 14 | Perlis | ~20K | 0.69× | |
| 15 | Kelantan | ~80K | 0.63× | |
| 16 | Terengganu | ~60K | 0.61× |
The strongest cross-interests of the Chinese New Year audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cheongsam | Fashion & Accessoires | 4.34× | ||
| 02 | Dim sum | Food & Beverages | 3.72× | ||
| 03 | Kopi tiam | Food & Beverages | 3.44× | ||
| 04 | Latex | Fashion & Accessoires | 2.90× | ||
| 05 | Floristry | Home & Garden | 2.66× | ||
| 06 | HVAC | Home & Garden | 2.62× | ||
| 07 | TVBS | Movies & TV | 2.58× | ||
| 08 | TVB | Movies & TV | 2.35× | ||
| 09 | Kwong Wah Yit Poh | News | 2.32× | ||
| 10 | Nanyang Siang Pau | News | 2.30× | ||
| 11 | Money back guarantee | Shopping | 1.88× | ||
| 12 | Sin Chew Daily | News | 1.87× | ||
| 13 | Singer-songwriter | Music & Radio | 1.81× | ||
| 14 | Malaysiakini | News | 1.63× | ||
| 15 | AmBank | Business & Career | 1.61× | ||
| 16 | Google Maps | Internet & Social Media | 1.60× | ||
| 17 | Politics | Politics & Society | 1.59× | ||
| 18 | Distilled beverage | Food & Beverages | 1.56× | ||
| 19 | Public bank | Business & Career | 1.50× | ||
| 20 | Waze | Internet & Social Media | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.42× | |
| Patriotism | CONSERVATISM | 1.30× | |
| Travelling | THRILL | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.83× | |
| Luxury Orientation | PREMIUM | 0.89× | |
| Pet Ownership | JOY | 0.90× |
Chinese New Year has an estimated audience of 2,484,795 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
54.5% of Chinese New Year fans are female, 45.5% are male, with an average age of 37.9 years.
Chinese New Year fans show strongest brand affinity for Malaysiakini (1.63×), Google Maps (1.6×), and Public bank (1.5×) over the country average.
Chinese New Year fans in Malaysia are most concentrated in Selangor (reach ~1M), Kuala Lumpur (reach ~800K), and Johor (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Chinese New Year itself, the audience over-indexes on Google Maps (1.6×), Public bank (1.5×), Kopi tiam (3.44×), and TVB (2.35×) 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 Chinese New Year. 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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