A data profile of the people who buy, follow and care about Rice in Malaysia — modelled from more than twelve digital signal sources. Rice has an estimated audience of 2,969,662 people in Malaysia.
The average Rice fan in Malaysia is 39.9 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Heart (novel), Sugar, Cereal, with strongest over-indexing on Heart (novel) (1.69× the country average).
Demographically, the Rice audience skews more female with an average age of 39.9, and over-indexes on personality traits such as Urban Lifestyle, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Rice fan in Malaysia is more female, around 39.9 years old, with strong Urban Lifestyle tendencies and a notable affinity for Heart (novel).
The key figures that characterise the Rice profile in Malaysia.
56.1% are female, 43.9% are male, average age 39.9.
| Metric | Value |
|---|---|
| Female | 56.1% |
| Male | 43.9% |
| Average age | 39.9 |
| Estimated audience size | 2,969,662 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 25% | |
| 30-39 | 24% | |
| 40-49 | 21% | |
| 50+ | 18% |
of the worldwide Rice audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 19.6% |
| Taiwan | 4.8% |
| Japan | 4.8% |
Where the Rice audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1.5M | 1.55× | |
| 02 | Kuala Lumpur | ~800K | 1.46× | |
| 03 | Penang | ~300K | 1.46× | |
| 04 | Perak | ~300K | 1.23× | |
| 05 | Sarawak | ~300K | 1.22× | |
| 06 | Johor | ~500K | 1.20× | |
| 07 | Kedah | ~200K | 1.02× | |
| 08 | Malacca | ~100K | 1.02× | |
| 09 | Sabah | ~300K | 0.99× | |
| 10 | Negeri Sembilan | ~100K | 0.98× | |
| 11 | Pahang | ~100K | 0.91× | |
| 12 | Labuan | ~20K | 0.89× | |
| 13 | Perlis | ~40K | 0.85× | |
| 14 | Putrajaya | ~10K | 0.82× | |
| 15 | Kelantan | ~100K | 0.77× | |
| 16 | Terengganu | ~90K | 0.75× |
The strongest cross-interests of the Rice audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lager | Food & Beverages | 2.77× | ||
| 02 | Brewery | Food & Beverages | 2.47× | ||
| 03 | Brewing | Food & Beverages | 2.35× | ||
| 04 | Porridge | Food & Beverages | 1.90× | ||
| 05 | Starch | Politics & Society | 1.86× | ||
| 06 | White rice | Food & Beverages | 1.85× | ||
| 07 | Islamabad | Travel & Leisure | 1.83× | ||
| 08 | Crêpe | Food & Beverages | 1.77× | ||
| 09 | Maize | Food & Beverages | 1.76× | ||
| 10 | Cereal | Food & Beverages | 1.71× | ||
| 11 | Soy sauce | Food & Beverages | 1.70× | ||
| 12 | Heart (novel) | Literature | 1.69× | ||
| 13 | Cocktail | Food & Beverages | 1.65× | ||
| 14 | Fried rice | Food & Beverages | 1.62× | ||
| 15 | Tom yum | Food & Beverages | 1.57× | ||
| 16 | Feng shui | Health | 1.56× | ||
| 17 | Onion | Food & Beverages | 1.55× | ||
| 18 | Freckle | Beauty & Wellness | 1.54× | ||
| 19 | Sugar | Food & Beverages | 1.53× | ||
| 20 | Garlic | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.44× | |
| Individualism | JOY | 1.18× | |
| Spirituality | BALANCE | 0.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.54× | |
| Family Orientation | CONSERVATISM | 0.68× | |
| Patriotism | CONSERVATISM | 0.73× |
Rice has an estimated audience of 2,969,662 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
56.1% of Rice fans are female, 43.9% are male, with an average age of 39.9 years.
Rice fans show strongest brand affinity for Heart (novel) (1.69×), Sugar (1.53×), and Cereal (1.71×) over the country average.
Rice fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~800K), and Johor (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Rice itself, the audience over-indexes on Sugar (1.53×), Cereal (1.71×), Crêpe (1.77×), and Freckle (1.54×) 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 Rice. 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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