A data profile of the people who buy, follow and care about Hong Kong in Malaysia — modelled from more than twelve digital signal sources. Hong Kong has an estimated audience of 3,254,760 people in Malaysia.
The average Hong Kong fan in Malaysia is 39.4 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include China, Taiwan, Macau, with strongest over-indexing on China (1.54× the country average).
Demographically, the Hong Kong audience skews balanced with an average age of 39.4, and over-indexes on personality traits such as Convenience Orientation, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Hong Kong fan in Malaysia is balanced, around 39.4 years old, with strong Convenience Orientation tendencies and a notable affinity for China.
The key figures that characterise the Hong Kong profile in Malaysia.
48.6% are female, 51.4% are male, average age 39.4.
| Metric | Value |
|---|---|
| Female | 48.6% |
| Male | 51.4% |
| Average age | 39.4 |
| Estimated audience size | 3,254,760 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 25% | |
| 30-39 | 22% | |
| 40-49 | 20% | |
| 50+ | 19% |
of the worldwide Hong Kong audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 24.7% |
| Japan | 9.1% |
| United States | 8.1% |
Where the Hong Kong audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~1M | 1.91× | |
| 02 | Penang | ~300K | 1.74× | |
| 03 | Selangor | ~1.5M | 1.65× | |
| 04 | Perak | ~300K | 1.13× | |
| 05 | Johor | ~500K | 1.11× | |
| 06 | Sabah | ~300K | 1.11× | |
| 07 | Sarawak | ~300K | 1.11× | |
| 08 | Pahang | ~200K | 0.96× | |
| 09 | Negeri Sembilan | ~100K | 0.94× | |
| 10 | Malacca | ~100K | 0.90× | |
| 11 | Kedah | ~200K | 0.88× | |
| 12 | Labuan | ~20K | 0.72× | |
| 13 | Putrajaya | ~10K | 0.71× | |
| 14 | Perlis | ~30K | 0.61× | |
| 15 | Terengganu | ~80K | 0.60× | |
| 16 | Kelantan | ~90K | 0.58× |
The strongest cross-interests of the Hong Kong audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | foodpanda | Food & Beverages | 2.94× | ||
| 02 | romantic comedies | Movies & TV | 2.72× | ||
| 03 | Times Square | Travel & Leisure | 2.59× | ||
| 04 | Cantopop | Music & Radio | 2.35× | ||
| 05 | Taipei | Travel & Leisure | 1.98× | ||
| 06 | Macau | Travel & Leisure | 1.94× | ||
| 07 | Cuteness | Beauty & Wellness | 1.81× | ||
| 08 | Japanese art | Arts & Culture | 1.76× | ||
| 09 | TVB | Movies & TV | 1.74× | ||
| 10 | Humanities | Politics & Society | 1.69× | ||
| 11 | Lip | Beauty & Wellness | 1.64× | ||
| 12 | Taiwan | Travel & Leisure | 1.62× | ||
| 13 | YouTube Music | Internet & Social Media | 1.60× | ||
| 14 | Japanese popular culture | Travel & Leisure | 1.58× | ||
| 15 | Beijing | Travel & Leisure | 1.56× | ||
| 16 | China | Travel & Leisure | 1.54× | ||
| 17 | Tokyo | Travel & Leisure | 1.54× | ||
| 18 | Illustration | Arts & Culture | 1.52× | ||
| 19 | Comic book | Literature | 1.52× | ||
| 20 | Eyebrow | Beauty & Wellness | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.08× | |
| Individualism | JOY | 1.04× | |
| Family Orientation | CONSERVATISM | 0.92× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.62× | |
| Need for Security | CONSERVATISM | 0.75× | |
| Social Media Usage | JOY | 0.87× |
Hong Kong has an estimated audience of 3,254,760 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
48.6% of Hong Kong fans are female, 51.4% are male, with an average age of 39.4 years.
Hong Kong fans show strongest brand affinity for China (1.54×), Taiwan (1.62×), and Macau (1.94×) over the country average.
Hong Kong fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~1M), and Johor (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Hong Kong itself, the audience over-indexes on Taiwan (1.62×), Macau (1.94×), Times Square (2.59×), and TVB (1.74×) 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 Hong Kong. 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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