A data profile of the people who buy, follow and care about Korean drama in Malaysia — modelled from more than twelve digital signal sources. Korean drama has an estimated audience of 2,938,835 people in Malaysia.
Korean drama has an estimated audience of 2,938,835 people in Malaysia. 59.8% are female, 40.2% are male, average age 34.6. Top brand affinities: Korean Series, Korean movies, Song Hye-kyo, Gong Yoo, Lee Jong-suk.
Top brand affinities include Korean Series, Korean movies, Song Hye-kyo, with strongest over-indexing on Korean Series (5.96× the country average).
Demographically, the Korean drama audience skews more female with an average age of 34.6, and over-indexes on personality traits such as Healthy Lifestyle, Patriotism.
The typical Korean drama fan in Malaysia is more female, around 34.6 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Korean Series.
The key figures that characterise the Korean drama profile in Malaysia.
59.8% are female, 40.2% are male, average age 34.6.
| Metric | Value |
|---|---|
| Female | 59.8% |
| Male | 40.2% |
| Average age | 34.6 |
| Estimated audience size | 2,938,835 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 30% | |
| 30-39 | 21% | |
| 40-49 | 15% | |
| 50+ | 10% |
of the worldwide Korean drama audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 22.4% |
| Japan | 17.4% |
| United States | 8.0% |
The strongest cross-interests of the Korean drama audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Taeyang | Music & Radio | 7.83× | ||
| 02 | Gong Yoo | Movies & TV | 7.81× | ||
| 03 | Lee Jong-suk | Movies & TV | 7.09× | ||
| 04 | Song Hye-kyo | Fashion & Accessoires | 6.93× | ||
| 05 | Song Joong-ki | Movies & TV | 6.48× | ||
| 06 | Korean Series | Movies & TV | 5.96× | ||
| 07 | Korean movies | Movies & TV | 5.37× | ||
| 08 | IU (singer) | Music & Radio | 5.07× | ||
| 09 | LØLØ | Music & Radio | 4.59× | ||
| 10 | Chinese television drama | Movies & TV | 4.50× | ||
| 11 | Soompi | Internet & Social Media | 4.22× | ||
| 12 | Korean Wave | Politics & Society | 3.91× | ||
| 13 | BTS | Music & Radio | 3.68× | ||
| 14 | Girls' Generation | Music & Radio | 2.93× | ||
| 15 | Allkpop | Music & Radio | 2.61× | ||
| 16 | Group buying | Shopping | 2.57× | ||
| 17 | Foundation (cosmetics) | Beauty & Wellness | 1.88× | ||
| 18 | K-pop | Music & Radio | 1.58× | ||
| 19 | KPop Demon Hunters | Movies & TV | 1.58× | ||
| 20 | Purchase discount | Shopping | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.14× | |
| Patriotism | CONSERVATISM | 1.13× | |
| Travelling | THRILL | 0.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.58× | |
| Individualism | JOY | 0.64× | |
| Family Orientation | CONSERVATISM | 0.64× |
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 drama. 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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