A data profile of the people who buy, follow and care about Shawl in Malaysia — modelled from more than twelve digital signal sources. Shawl has an estimated audience of 3,132,014 people in Malaysia.
The average Shawl fan in Malaysia is 36.4 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Scarf, Kebaya, Bridesmaid, with strongest over-indexing on Scarf (1.51× the country average).
Demographically, the Shawl audience skews more female with an average age of 36.4, and over-indexes on personality traits such as Tradition, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Shawl fan in Malaysia is more female, around 36.4 years old, with strong Tradition tendencies and a notable affinity for Scarf.
The key figures that characterise the Shawl profile in Malaysia.
68.3% are female, 31.7% are male, average age 36.4.
| Metric | Value |
|---|---|
| Female | 68.3% |
| Male | 31.7% |
| Average age | 36.4 |
| Estimated audience size | 3,132,014 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 29% | |
| 30-39 | 22% | |
| 40-49 | 17% | |
| 50+ | 12% |
of the worldwide Shawl audience comes from Malaysia.
| Country | Share |
|---|---|
| Indonesia | 9.8% |
| Turkey | 9.2% |
| United States | 8.3% |
Where the Shawl audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1M | 1.26× | |
| 02 | Kuala Lumpur | ~700K | 1.21× | |
| 03 | Sabah | ~300K | 1.13× | |
| 04 | Kelantan | ~200K | 1.10× | |
| 05 | Johor | ~400K | 1.06× | |
| 06 | Perak | ~300K | 1.06× | |
| 07 | Kedah | ~200K | 1.06× | |
| 08 | Terengganu | ~100K | 1.06× | |
| 09 | Negeri Sembilan | ~100K | 1.00× | |
| 10 | Pahang | ~100K | 0.99× | |
| 11 | Sarawak | ~300K | 0.98× | |
| 12 | Malacca | ~100K | 0.95× | |
| 13 | Perlis | ~40K | 0.94× | |
| 14 | Penang | ~200K | 0.93× | |
| 15 | Labuan | ~20K | 0.90× | |
| 16 | Putrajaya | ~10K | 0.84× |
The strongest cross-interests of the Shawl audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kuih Raya | Topic | 2.28× | ||
| 02 | Tunic | Fashion & Accessoires | 1.85× | ||
| 03 | Forex Factory | Business & Career | 1.73× | ||
| 04 | Makeup Tutorials | Beauty & Wellness | 1.67× | ||
| 05 | Kementerian Kesihatan Malaysia | Politics & Society | 1.63× | ||
| 06 | Wedding Planners | Kids & Family | 1.63× | ||
| 07 | Bridesmaid | Kids & Family | 1.60× | ||
| 08 | Health And Beauty | Beauty & Wellness | 1.58× | ||
| 09 | Bali | Travel & Leisure | 1.57× | ||
| 10 | Outerwear | Fashion & Accessoires | 1.57× | ||
| 11 | Bandung | Travel & Leisure | 1.56× | ||
| 12 | Canva | Technology & Electronics | 1.55× | ||
| 13 | Dress shirt | Fashion & Accessoires | 1.54× | ||
| 14 | Sweater | Fashion & Accessoires | 1.54× | ||
| 15 | Scarf | Fashion & Accessoires | 1.51× | ||
| 16 | Outfit of the day | Fashion & Accessoires | 1.51× | ||
| 17 | Reseller | Shopping | 1.51× | ||
| 18 | Graduation | Business & Career | 1.51× | ||
| 19 | Kebaya | Fashion & Accessoires | 1.50× | ||
| 20 | Cardigan (sweater) | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.13× | |
| Travelling | THRILL | 1.00× | |
| Individualism | JOY | 0.91× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.44× | |
| Social Media Usage | JOY | 0.65× | |
| Patriotism | CONSERVATISM | 0.77× |
Shawl has an estimated audience of 3,132,014 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
68.3% of Shawl fans are female, 31.7% are male, with an average age of 36.4 years.
Shawl fans show strongest brand affinity for Scarf (1.51×), Kebaya (1.5×), and Bridesmaid (1.6×) over the country average.
Shawl 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 Shawl itself, the audience over-indexes on Kebaya (1.5×), Bridesmaid (1.6×), Bandung (1.56×), and Kementerian Kesihatan Malaysia (1.63×) 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 Shawl. 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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