A data profile of the people who buy, follow and care about New Year's Day in Malaysia — modelled from more than twelve digital signal sources. New Year's Day has an estimated audience of 2,152,013 people in Malaysia.
The average New Year's Day fan in Malaysia is 38.7 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include New Year's Eve, TVB, Non-alcoholic beverage, with strongest over-indexing on New Year's Eve (3.96× the country average).
Demographically, the New Year's Day audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Healthy Lifestyle, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical New Year's Day fan in Malaysia is balanced, around 38.7 years old, with strong Healthy Lifestyle tendencies and a notable affinity for New Year's Eve.
The key figures that characterise the New Year's Day profile in Malaysia.
54.2% are female, 45.8% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 54.2% |
| Male | 45.8% |
| Average age | 38.7 |
| Estimated audience size | 2,152,013 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 16% |
of the worldwide New Year's Day audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 22.9% |
| Japan | 5.8% |
| United Kingdom | 5.3% |
Where the New Year's Day audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~600K | 1.52× | |
| 02 | Johor | ~400K | 1.37× | |
| 03 | Selangor | ~800K | 1.36× | |
| 04 | Perak | ~200K | 1.15× | |
| 05 | Penang | ~100K | 1.12× | |
| 06 | Sabah | ~200K | 1.09× | |
| 07 | Kedah | ~200K | 1.09× | |
| 08 | Sarawak | ~200K | 1.01× | |
| 09 | Negeri Sembilan | ~100K | 1.00× | |
| 10 | Pahang | ~100K | 0.94× | |
| 11 | Malacca | ~70K | 0.93× | |
| 12 | Terengganu | ~80K | 0.90× | |
| 13 | Kelantan | ~90K | 0.85× | |
| 14 | Perlis | ~20K | 0.75× | |
| 15 | Labuan | ~10K | 0.68× | |
| 16 | Putrajaya | ~7K | 0.63× |
The strongest cross-interests of the New Year's Day audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | New Year's Eve | Home & Garden | 3.96× | ||
| 02 | Non-alcoholic beverage | Food & Beverages | 2.89× | ||
| 03 | HVAC | Home & Garden | 2.53× | ||
| 04 | Uric acid | Health | 2.17× | ||
| 05 | Kwong Wah Yit Poh | News | 2.14× | ||
| 06 | TVB | Movies & TV | 2.09× | ||
| 07 | Nanyang Siang Pau | News | 2.03× | ||
| 08 | Charles & Keith | Fashion & Accessoires | 1.98× | ||
| 09 | Blood vessel | Health | 1.94× | ||
| 10 | Sin Chew Daily | News | 1.86× | ||
| 11 | Buffet | Food & Beverages | 1.83× | ||
| 12 | Hot pot | Food & Beverages | 1.69× | ||
| 13 | Espresso | Food & Beverages | 1.69× | ||
| 14 | Internet celebrity | Internet & Social Media | 1.64× | ||
| 15 | Google Drive | Technology & Electronics | 1.61× | ||
| 16 | TGV | Cars & Mobility | 1.58× | ||
| 17 | NASDAQ | Business & Career | 1.56× | ||
| 18 | Distilled beverage | Food & Beverages | 1.53× | ||
| 19 | AmBank | Business & Career | 1.52× | ||
| 20 | Social science | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.50× | |
| Quality Awareness | PREMIUM | 1.24× | |
| Career Orientation | POWER | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.90× | |
| Risk Appetite | THRILL | 0.90× | |
| Pet Ownership | JOY | 0.92× |
New Year's Day has an estimated audience of 2,152,013 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
54.2% of New Year's Day fans are female, 45.8% are male, with an average age of 38.7 years.
New Year's Day fans show strongest brand affinity for New Year's Eve (3.96×), TVB (2.09×), and Non-alcoholic beverage (2.89×) over the country average.
New Year's Day fans in Malaysia are most concentrated in Selangor (reach ~800K), Kuala Lumpur (reach ~600K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond New Year's Day itself, the audience over-indexes on TVB (2.09×), Non-alcoholic beverage (2.89×), Google Drive (1.61×), and HVAC (2.53×) 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 New Year's Day. 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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