A data profile of the people who buy, follow and care about Malaysian cuisine in Malaysia — modelled from more than twelve digital signal sources. Malaysian cuisine has an estimated audience of 3,103,794 people in Malaysia.
The average Malaysian cuisine fan in Malaysia is 39.1 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include St. Jude Children's Research Hospital, Tunic, Planned maintenance, with strongest over-indexing on St. Jude Children's Research Hospital (2.17× the country average).
Demographically, the Malaysian cuisine audience skews balanced with an average age of 39.1, and over-indexes on personality traits such as Sustainability, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Malaysian cuisine fan in Malaysia is balanced, around 39.1 years old, with strong Sustainability tendencies and a notable affinity for St. Jude Children's Research Hospital.
The key figures that characterise the Malaysian cuisine profile in Malaysia.
54.5% are female, 45.5% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 54.5% |
| Male | 45.5% |
| Average age | 39.1 |
| Estimated audience size | 3,103,794 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 27% | |
| 30-39 | 26% | |
| 40-49 | 20% | |
| 50+ | 15% |
of the worldwide Malaysian cuisine audience comes from Malaysia.
| Country | Share |
|---|---|
| Malaysia | 30.2% |
| India | 9.1% |
| United States | 7.7% |
Where the Malaysian cuisine audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~900K | 1.62× | |
| 02 | Selangor | ~1M | 1.24× | |
| 03 | Malacca | ~100K | 1.21× | |
| 04 | Kedah | ~200K | 1.15× | |
| 05 | Penang | ~200K | 1.10× | |
| 06 | Sarawak | ~300K | 1.08× | |
| 07 | Labuan | ~30K | 1.03× | |
| 08 | Perlis | ~40K | 0.98× | |
| 09 | Putrajaya | ~20K | 0.96× | |
| 10 | Johor | ~400K | 0.94× | |
| 11 | Pahang | ~100K | 0.93× | |
| 12 | Terengganu | ~100K | 0.92× | |
| 13 | Kelantan | ~100K | 0.91× | |
| 14 | Negeri Sembilan | ~100K | 0.91× | |
| 15 | Perak | ~200K | 0.90× | |
| 16 | Sabah | ~300K | 0.89× |
The strongest cross-interests of the Malaysian cuisine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Reza Rahadian | Movies & TV | 2.55× | ||
| 02 | Dance costume | Fashion & Accessoires | 2.42× | ||
| 03 | Google Calendar | Internet & Social Media | 2.30× | ||
| 04 | Mix FM (Malaysia) | Music & Radio | 2.20× | ||
| 05 | St. Jude Children's Research Hospital | Health | 2.17× | ||
| 06 | Camel (cigarette) | Food & Beverages | 2.16× | ||
| 07 | Carnation | Music & Radio | 2.14× | ||
| 08 | Al Pacino | Movies & TV | 2.05× | ||
| 09 | Information appliance | Technology & Electronics | 2.03× | ||
| 10 | Corrosion of Conformity | Music & Radio | 1.91× | ||
| 11 | Black Panther (film) | Movies & TV | 1.81× | ||
| 12 | Full contact karate | Sports | 1.79× | ||
| 13 | Rasa | Topic | 1.77× | ||
| 14 | Cows | Music & Radio | 1.75× | ||
| 15 | Historic preservation | Travel & Leisure | 1.66× | ||
| 16 | Al-Fatiha | Politics & Society | 1.57× | ||
| 17 | Planned maintenance | Business & Career | 1.53× | ||
| 18 | Gum arabic | Food & Beverages | 1.52× | ||
| 19 | Baby blue | Kids & Family | 1.52× | ||
| 20 | Tunic | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.48× | |
| Price Sensitivity | PREMIUM | 1.37× | |
| Need for Security | CONSERVATISM | 1.05× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.90× | |
| Healthy Lifestyle | BALANCE | 0.92× | |
| Travelling | THRILL | 0.95× |
Malaysian cuisine has an estimated audience of 3,103,794 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
54.5% of Malaysian cuisine fans are female, 45.5% are male, with an average age of 39.1 years.
Malaysian cuisine fans show strongest brand affinity for St. Jude Children's Research Hospital (2.17×), Tunic (1.5×), and Planned maintenance (1.53×) over the country average.
Malaysian cuisine fans in Malaysia are most concentrated in Selangor (reach ~1M), Kuala Lumpur (reach ~900K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Malaysian cuisine itself, the audience over-indexes on Tunic (1.5×), Planned maintenance (1.53×), Rasa (1.77×), and Al-Fatiha (1.57×) 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 Malaysian 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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