A data profile of the people who buy, follow and care about Korean cuisine in Malaysia — modelled from more than twelve digital signal sources. Korean cuisine has an estimated audience of 2,424,365 people in Malaysia.
The average Korean cuisine fan in Malaysia is 36.5 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Chinese cuisine, Dinner, Japanese cuisine, with strongest over-indexing on Chinese cuisine (1.71× the country average).
Demographically, the Korean cuisine audience skews more female with an average age of 36.5, and over-indexes on personality traits such as Individualism, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Korean cuisine fan in Malaysia is more female, around 36.5 years old, with strong Individualism tendencies and a notable affinity for Chinese cuisine.
The key figures that characterise the Korean cuisine profile in Malaysia.
60.3% are female, 39.7% are male, average age 36.5.
| Metric | Value |
|---|---|
| Female | 60.3% |
| Male | 39.7% |
| Average age | 36.5 |
| Estimated audience size | 2,424,365 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 28% | |
| 30-39 | 22% | |
| 40-49 | 17% | |
| 50+ | 13% |
of the worldwide Korean cuisine audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 18.2% |
| Japan | 13.4% |
| United States | 7.1% |
Where the Korean cuisine audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~900K | 2.00× | |
| 02 | Selangor | ~1.5M | 1.91× | |
| 03 | Penang | ~300K | 1.77× | |
| 04 | Sarawak | ~200K | 1.17× | |
| 05 | Johor | ~400K | 1.15× | |
| 06 | Sabah | ~200K | 1.08× | |
| 07 | Malacca | ~90K | 0.98× | |
| 08 | Putrajaya | ~10K | 0.91× | |
| 09 | Negeri Sembilan | ~100K | 0.90× | |
| 10 | Labuan | ~20K | 0.88× | |
| 11 | Perak | ~200K | 0.87× | |
| 12 | Kedah | ~100K | 0.84× | |
| 13 | Perlis | ~30K | 0.82× | |
| 14 | Pahang | ~90K | 0.74× | |
| 15 | Kelantan | ~80K | 0.71× | |
| 16 | Terengganu | ~70K | 0.71× |
The strongest cross-interests of the Korean cuisine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Diners | Food & Beverages | 1.86× | ||
| 02 | Frying | Home & Garden | 1.82× | ||
| 03 | Japanese cuisine | Food & Beverages | 1.81× | ||
| 04 | Thai cuisine | Food & Beverages | 1.75× | ||
| 05 | Chinese cuisine | Food & Beverages | 1.71× | ||
| 06 | Dish (food) | Food & Beverages | 1.68× | ||
| 07 | Bakery | Food & Beverages | 1.63× | ||
| 08 | Lunch | Food & Beverages | 1.62× | ||
| 09 | Take-out | Food & Beverages | 1.61× | ||
| 10 | Taobao | Shopping | 1.61× | ||
| 11 | Local food | Food & Beverages | 1.57× | ||
| 12 | Veganism | Food & Beverages | 1.57× | ||
| 13 | Dinner | Food & Beverages | 1.55× | ||
| 14 | Chicken (food) | Food & Beverages | 1.54× | ||
| 15 | Organic food | Food & Beverages | 1.52× | ||
| 16 | Wine | Food & Beverages | 1.52× | ||
| 17 | Children's clothing | Fashion & Accessoires | 1.52× | ||
| 18 | Cheese | Food & Beverages | 1.52× | ||
| 19 | Grilling | Food & Beverages | 1.51× | ||
| 20 | Fried chicken | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.36× | |
| Early Adopter Mentality | POWER | 1.26× | |
| Social Media Usage | JOY | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.72× | |
| Family Orientation | CONSERVATISM | 0.90× | |
| Healthy Lifestyle | BALANCE | 0.91× |
Korean cuisine has an estimated audience of 2,424,365 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
60.3% of Korean cuisine fans are female, 39.7% are male, with an average age of 36.5 years.
Korean cuisine fans show strongest brand affinity for Chinese cuisine (1.71×), Dinner (1.55×), and Japanese cuisine (1.81×) over the country average.
Korean cuisine fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~900K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Korean cuisine itself, the audience over-indexes on Dinner (1.55×), Japanese cuisine (1.81×), Lunch (1.62×), and Diners (1.86×) 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 Korean cuisine. 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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