A data profile of the people who buy, follow and care about Korea in Malaysia — modelled from more than twelve digital signal sources. Korea has an estimated audience of 2,945,286 people in Malaysia.
The average Korea fan in Malaysia is 35.3 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Sabah.
Top brand affinities include Skirt, Allkpop, Palestine, with strongest over-indexing on Skirt (1.54× the country average).
Demographically, the Korea audience skews more female with an average age of 35.3, and over-indexes on personality traits such as Convenience Orientation, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Korea fan in Malaysia is more female, around 35.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Skirt.
The key figures that characterise the Korea profile in Malaysia.
62.1% are female, 37.9% are male, average age 35.3.
| Metric | Value |
|---|---|
| Female | 62.1% |
| Male | 37.9% |
| Average age | 35.3 |
| Estimated audience size | 2,945,286 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 28% | |
| 30-39 | 20% | |
| 40-49 | 16% | |
| 50+ | 12% |
of the worldwide Korea audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 22.0% |
| Japan | 17.6% |
| United States | 6.3% |
Where the Korea audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sabah | ~700K | 2.49× | |
| 02 | Kuala Lumpur | ~700K | 1.36× | |
| 03 | Sarawak | ~300K | 1.23× | |
| 04 | Selangor | ~900K | 1.14× | |
| 05 | Johor | ~400K | 1.13× | |
| 06 | Penang | ~200K | 1.03× | |
| 07 | Pahang | ~100K | 0.92× | |
| 08 | Perak | ~200K | 0.90× | |
| 09 | Negeri Sembilan | ~100K | 0.89× | |
| 10 | Kedah | ~200K | 0.86× | |
| 11 | Kelantan | ~100K | 0.86× | |
| 12 | Terengganu | ~100K | 0.82× | |
| 13 | Malacca | ~90K | 0.81× | |
| 14 | Labuan | ~20K | 0.75× | |
| 15 | Perlis | ~30K | 0.71× | |
| 16 | Putrajaya | ~10K | 0.66× |
The strongest cross-interests of the Korea audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Photo-book | Kids & Family | 2.20× | ||
| 02 | Koreaboo | Internet & Social Media | 2.16× | ||
| 03 | Chiang Mai | Travel & Leisure | 2.12× | ||
| 04 | Yandex | Technology & Electronics | 1.90× | ||
| 05 | G-Dragon | Music & Radio | 1.88× | ||
| 06 | IU (singer) | Music & Radio | 1.88× | ||
| 07 | J-pop | Music & Radio | 1.84× | ||
| 08 | BTS | Music & Radio | 1.82× | ||
| 09 | Allkpop | Music & Radio | 1.80× | ||
| 10 | Korean hip hop | Music & Radio | 1.73× | ||
| 11 | Siamese cat | Pets & Animals | 1.70× | ||
| 12 | Palestine | Travel & Leisure | 1.68× | ||
| 13 | Persian cat | Pets & Animals | 1.66× | ||
| 14 | British Shorthair | Pets & Animals | 1.64× | ||
| 15 | HVAC | Home & Garden | 1.62× | ||
| 16 | Webcomic | Literature | 1.59× | ||
| 17 | Crochet | Home & Garden | 1.55× | ||
| 18 | Skirt | Fashion & Accessoires | 1.54× | ||
| 19 | Candle | Home & Garden | 1.52× | ||
| 20 | Electric guitar | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.10× | |
| Healthy Lifestyle | BALANCE | 1.08× | |
| Creativity | OPEN | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.55× | |
| Luxury Orientation | PREMIUM | 0.89× | |
| Social Media Usage | JOY | 0.92× |
Korea has an estimated audience of 2,945,286 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
62.1% of Korea fans are female, 37.9% are male, with an average age of 35.3 years.
Korea fans show strongest brand affinity for Skirt (1.54×), Allkpop (1.8×), and Palestine (1.68×) over the country average.
Korea fans in Malaysia are most concentrated in Selangor (reach ~900K), Kuala Lumpur (reach ~700K), and Sabah (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Korea itself, the audience over-indexes on Allkpop (1.8×), Palestine (1.68×), J-pop (1.84×), and HVAC (1.62×) 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 Korea. 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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