Rascasse Audience Intelligence

Kebaya Audience in Malaysia

A data profile of the people who buy, follow and care about Kebaya in Malaysia — modelled from more than twelve digital signal sources. Kebaya has an estimated audience of 2,786,248 people in Malaysia.

#302among Topic in Malaysia
#24in Fashion & Accessoires

The average Kebaya fan in Malaysia is 35.3 years old, more female, and lives primarily in Selangor.

The audience is concentrated in Selangor, Kuala Lumpur, Johor.

Top brand affinities include Toko Baju, Health And Beauty, YouTube Music, with strongest over-indexing on Toko Baju (2.39× the country average).

Demographically, the Kebaya audience skews more female with an average age of 35.3, and over-indexes on personality traits such as Need for Security, Patriotism.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Kebaya fan in Malaysia is more female, around 35.3 years old, with strong Need for Security tendencies and a notable affinity for Toko Baju.

Category: Fashion & Accessoires · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Kebaya profile in Malaysia.

Audience size
2.8M
in Malaysia
Gender
67.2%♀
32.8% male
Age
35.3
average years
Country rank
#395
Topic in Malaysia
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Kebaya fans

67.2% are female, 32.8% are male, average age 35.3.

Fig. 02

Gender split

67.2%
Female
32.8%
Male
Demographic split for Kebaya audience in Malaysia
MetricValue
Female67.2%
Male32.8%
Average age35.3
Estimated audience size2,786,248
Fig. 03

Age distribution

Ø 35.3
average years
Age distribution of the Kebaya audience in Malaysia
Age bracketShare%
16-1922%
20-2930%
30-3921%
40-4916%
50+11%
Fig. 04

Worldwide distribution

11.5%

of the worldwide Kebaya audience comes from Malaysia.

Worldwide audience distribution share by country for Kebaya
CountryShare
Indonesia23.2%
Japan12.6%
Malaysia11.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Malaysia average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Kebaya audience in Malaysia is strongest.

Fig. 05

Top regions by affinity

Kebaya fans by region: top regions in Malaysia
#RegionReachAffinity×
01Sarawak~300K1.39×
02Kuala Lumpur~700K1.34×
03Sabah~300K1.32×
04Selangor~900K1.21×
05Malacca~100K1.05×
06Penang~200K1.03×
07Johor~400K0.99×
08Kelantan~100K0.99×
09Negeri Sembilan~100K0.98×
10Kedah~200K0.97×
11Terengganu~100K0.97×
12Pahang~100K0.96×
13Perak~200K0.87×
14Labuan~20K0.85×
15Perlis~30K0.83×
16Putrajaya~10K0.82×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Kebaya audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kebaya audience
#·InterestCategoryAffinity×
01Toko BajuShopping2.39×
02Beauty tipsBeauty & Wellness2.02×
03Health And BeautyBeauty & Wellness1.98×
04BTSMusic & Radio1.98×
05TravelokaTravel & Leisure1.92×
06Men's FashionFashion & Accessoires1.92×
07POPLOOKShopping1.91×
08Beauty & FashionBeauty & Wellness1.83×
09IloiloTravel & Leisure1.80×
10Wedding PlannersKids & Family1.79×
11Korean moviesMovies & TV1.77×
12Makeup TutorialsBeauty & Wellness1.75×
13Cross-stitchHome & Garden1.63×
14Kuih RayaTopic1.61×
15Birthday GiftsKids & Family1.60×
16Jabatan Perkhidmatan AwamPolitics & Society1.60×
17YouTube MusicInternet & Social Media1.56×
18Kementerian Kesihatan MalaysiaPolitics & Society1.54×
19MyanmarTravel & Leisure1.52×
20TumblrInternet & Social Media1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kebaya audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Kebaya audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.26×
PatriotismCONSERVATISM1.13×
SpiritualityBALANCE1.03×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kebaya audience · Rather not
TraitClusterDeviationScore
Urban LifestyleOPEN0.60×
Early Adopter MentalityPOWER0.60×
Social Media UsageJOY0.65×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Kebaya have in Malaysia?

Kebaya has an estimated audience of 2,786,248 people in Malaysia, concentrated in Selangor and Kuala Lumpur.

02

What is the gender split and age of Kebaya fans?

67.2% of Kebaya fans are female, 32.8% are male, with an average age of 35.3 years.

03

Which brands do Kebaya fans like most?

Kebaya fans show strongest brand affinity for Toko Baju (2.39×), Health And Beauty (1.98×), and YouTube Music (1.56×) over the country average.

04

Where do Kebaya fans live in Malaysia?

Kebaya fans in Malaysia are most concentrated in Selangor (reach ~900K), Kuala Lumpur (reach ~700K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Kebaya fans also like?

Beyond Kebaya itself, the audience over-indexes on Health And Beauty (1.98×), YouTube Music (1.56×), Tumblr (1.51×), and Kementerian Kesihatan Malaysia (1.54×) compared to the Malaysia average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Fashion & Accessoires audiences in Malaysia

See Kebaya audiences in other countries

How to read this data

Audience size is the estimated number of people in Malaysia who actively search for Kebaya. 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.

About this audience profile

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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