A data profile of the people who buy, follow and care about Seoul in Malaysia — modelled from more than twelve digital signal sources. Seoul has an estimated audience of 2,348,553 people in Malaysia.
The average Seoul fan in Malaysia is 35.0 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Religion, Action movies, Anime movies, with strongest over-indexing on Religion (1.67× the country average).
Demographically, the Seoul audience skews more female with an average age of 35.0, and over-indexes on personality traits such as Sustainability, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Seoul fan in Malaysia is more female, around 35.0 years old, with strong Sustainability tendencies and a notable affinity for Religion.
The key figures that characterise the Seoul profile in Malaysia.
56.5% are female, 43.5% are male, average age 35.0.
| Metric | Value |
|---|---|
| Female | 56.5% |
| Male | 43.5% |
| Average age | 35.0 |
| Estimated audience size | 2,348,553 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 29% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 12% |
of the worldwide Seoul audience comes from Malaysia.
| Country | Share |
|---|---|
| China | 19.8% |
| Japan | 13.3% |
| United States | 8.8% |
Where the Seoul audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~700K | 1.65× | |
| 02 | Selangor | ~1M | 1.55× | |
| 03 | Johor | ~400K | 1.42× | |
| 04 | Penang | ~200K | 1.37× | |
| 05 | Sabah | ~300K | 1.25× | |
| 06 | Sarawak | ~200K | 1.21× | |
| 07 | Malacca | ~90K | 1.00× | |
| 08 | Negeri Sembilan | ~100K | 0.96× | |
| 09 | Kedah | ~100K | 0.92× | |
| 10 | Perak | ~200K | 0.90× | |
| 11 | Labuan | ~20K | 0.89× | |
| 12 | Putrajaya | ~10K | 0.88× | |
| 13 | Pahang | ~90K | 0.84× | |
| 14 | Perlis | ~30K | 0.84× | |
| 15 | Kelantan | ~90K | 0.77× | |
| 16 | Terengganu | ~70K | 0.75× |
The strongest cross-interests of the Seoul audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sports betting | Games | 2.52× | ||
| 02 | Podcast | Music & Radio | 1.97× | ||
| 03 | Vintage clothing | Fashion & Accessoires | 1.93× | ||
| 04 | CNN | Movies & TV | 1.81× | ||
| 05 | Card games | Games | 1.76× | ||
| 06 | Country music | Music & Radio | 1.76× | ||
| 07 | Strategy games | Games | 1.73× | ||
| 08 | Simulation games | Games | 1.73× | ||
| 09 | Fantasy movies | Movies & TV | 1.71× | ||
| 10 | Fertilizer | Home & Garden | 1.70× | ||
| 11 | Religion | Business & Career | 1.67× | ||
| 12 | Art museum | Arts & Culture | 1.67× | ||
| 13 | TV comedies | Movies & TV | 1.62× | ||
| 14 | Breaking news | Movies & TV | 1.59× | ||
| 15 | Horror movies | Movies & TV | 1.57× | ||
| 16 | Tumblr | Internet & Social Media | 1.57× | ||
| 17 | Anime movies | Movies & TV | 1.56× | ||
| 18 | Action movies | Movies & TV | 1.54× | ||
| 19 | Documentary movies | Movies & TV | 1.54× | ||
| 20 | Gospel music | Music & Radio | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.50× | |
| Patriotism | CONSERVATISM | 1.15× | |
| Spirituality | BALANCE | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.91× | |
| Luxury Orientation | PREMIUM | 0.91× | |
| Indulgence | JOY | 0.92× |
Seoul has an estimated audience of 2,348,553 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
56.5% of Seoul fans are female, 43.5% are male, with an average age of 35.0 years.
Seoul fans show strongest brand affinity for Religion (1.67×), Action movies (1.54×), and Anime movies (1.56×) over the country average.
Seoul fans in Malaysia are most concentrated in Selangor (reach ~1M), Kuala Lumpur (reach ~700K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Seoul itself, the audience over-indexes on Action movies (1.54×), Anime movies (1.56×), Horror movies (1.57×), and Documentary movies (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 Seoul. 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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