A data profile of the people who buy, follow and care about K-pop in Malaysia — modelled from more than twelve digital signal sources. K-pop has an estimated audience of 2,902,695 people in Malaysia.
K-pop has an estimated audience of 2,902,695 people in Malaysia. 58.3% are female, 41.7% are male, average age 33.7. Top brand affinities: TV, BSN, Burmese language, India, Magnum4D.
Top brand affinities include TV, BSN, Burmese language, with strongest over-indexing on TV (1.63× the country average).
Demographically, the K-pop audience skews more female with an average age of 33.7, and over-indexes on personality traits such as Early Adopter Mentality, Individualism.
The typical K-pop fan in Malaysia is more female, around 33.7 years old, with strong Early Adopter Mentality tendencies and a notable affinity for TV.
The key figures that characterise the K-pop profile in Malaysia.
58.3% are female, 41.7% are male, average age 33.7.
| Metric | Value |
|---|---|
| Female | 58.3% |
| Male | 41.7% |
| Average age | 33.7 |
| Estimated audience size | 2,902,695 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 31% | |
| 30-39 | 20% | |
| 40-49 | 14% | |
| 50+ | 9% |
of the worldwide K-pop audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 18.1% |
| Japan | 14.0% |
| United States | 13.8% |
The strongest cross-interests of the K-pop audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Burmese language | Politics & Society | 3.86× | ||
| 02 | Myanmar national football team | Sports | 3.70× | ||
| 03 | Nepalgunj | Travel & Leisure | 2.57× | ||
| 04 | Cebuano language | Politics & Society | 2.50× | ||
| 05 | Makeup Tutorials | Beauty & Wellness | 2.40× | ||
| 06 | Outerwear | Fashion & Accessoires | 2.39× | ||
| 07 | Cinema of Bangladesh | Movies & TV | 2.38× | ||
| 08 | Creative Commons | Technology & Electronics | 2.25× | ||
| 09 | Home shopping | Shopping | 1.99× | ||
| 10 | Lazada | Fashion & Accessoires | 1.85× | ||
| 11 | Gift shop | Home & Garden | 1.84× | ||
| 12 | Well-being | Health | 1.73× | ||
| 13 | Magnum4D | Games | 1.72× | ||
| 14 | India | Travel & Leisure | 1.68× | ||
| 15 | TV | Movies & TV | 1.63× | ||
| 16 | kumpulan wang simpanan pekerja | Business & Career | 1.61× | ||
| 17 | BSN | Health | 1.60× | ||
| 18 | Australia | Travel & Leisure | 1.58× | ||
| 19 | Erlang (programming language) | Technology & Electronics | 1.53× | ||
| 20 | Pakistan | Travel & Leisure | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.85× | |
| Individualism | JOY | 1.68× | |
| Patriotism | CONSERVATISM | 1.63× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.84× | |
| Career Orientation | POWER | 1.00× | |
| Healthy Lifestyle | BALANCE | 1.07× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia 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 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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