A data profile of the people who buy, follow and care about Soup in Malaysia — modelled from more than twelve digital signal sources. Soup has an estimated audience of 1,947,496 people in Malaysia.
The average Soup fan in Malaysia is 40.0 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Politics, Korean cuisine, Google Drive, with strongest over-indexing on Politics (1.62× the country average).
Demographically, the Soup audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Healthy Lifestyle, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Soup fan in Malaysia is more female, around 40.0 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Politics.
The key figures that characterise the Soup profile in Malaysia.
60.1% are female, 39.9% are male, average age 40.0.
| Metric | Value |
|---|---|
| Female | 60.1% |
| Male | 39.9% |
| Average age | 40.0 |
| Estimated audience size | 1,947,496 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 24% | |
| 30-39 | 24% | |
| 40-49 | 22% | |
| 50+ | 18% |
of the worldwide Soup audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 25.9% |
| Taiwan | 6.7% |
| Japan | 4.4% |
Where the Soup audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Penang | ~200K | 1.66× | |
| 02 | Kuala Lumpur | ~600K | 1.64× | |
| 03 | Selangor | ~800K | 1.53× | |
| 04 | Johor | ~300K | 1.33× | |
| 05 | Sarawak | ~200K | 1.13× | |
| 06 | Malacca | ~80K | 1.09× | |
| 07 | Perak | ~200K | 1.01× | |
| 08 | Sabah | ~200K | 1.00× | |
| 09 | Pahang | ~90K | 0.95× | |
| 10 | Labuan | ~20K | 0.95× | |
| 11 | Negeri Sembilan | ~90K | 0.93× | |
| 12 | Perlis | ~30K | 0.93× | |
| 13 | Kedah | ~100K | 0.89× | |
| 14 | Putrajaya | ~9K | 0.89× | |
| 15 | Terengganu | ~70K | 0.83× | |
| 16 | Kelantan | ~80K | 0.81× |
The strongest cross-interests of the Soup audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Scallop | Food & Beverages | 3.39× | ||
| 02 | Instant noodle | Food & Beverages | 2.48× | ||
| 03 | HVAC | Home & Garden | 2.29× | ||
| 04 | Uric acid | Health | 2.05× | ||
| 05 | Porridge | Food & Beverages | 1.95× | ||
| 06 | Non-alcoholic beverage | Food & Beverages | 1.93× | ||
| 07 | Potato chip | Food & Beverages | 1.93× | ||
| 08 | Distilled beverage | Food & Beverages | 1.73× | ||
| 09 | Blood vessel | Health | 1.70× | ||
| 10 | Tableware | Food & Beverages | 1.68× | ||
| 11 | Korean cuisine | Food & Beverages | 1.65× | ||
| 12 | Traditional Chinese medicine | Business & Career | 1.64× | ||
| 13 | Politics | Politics & Society | 1.62× | ||
| 14 | Refrigerator | Home & Garden | 1.58× | ||
| 15 | Flower bouquet | Home & Garden | 1.56× | ||
| 16 | Cappuccino | Food & Beverages | 1.56× | ||
| 17 | Birthday cake | Food & Beverages | 1.56× | ||
| 18 | Fast casual restaurants | Food & Beverages | 1.54× | ||
| 19 | Espresso | Food & Beverages | 1.52× | ||
| 20 | Google Drive | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.45× | |
| Indulgence | JOY | 1.23× | |
| Convenience Orientation | PREMIUM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.83× | |
| Social Media Usage | JOY | 0.88× | |
| Individualism | JOY | 0.91× |
Soup has an estimated audience of 1,947,496 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
60.1% of Soup fans are female, 39.9% are male, with an average age of 40.0 years.
Soup fans show strongest brand affinity for Politics (1.62×), Korean cuisine (1.65×), and Google Drive (1.51×) over the country average.
Soup fans in Malaysia are most concentrated in Selangor (reach ~800K), Kuala Lumpur (reach ~600K), and Johor (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Soup itself, the audience over-indexes on Korean cuisine (1.65×), Google Drive (1.51×), Refrigerator (1.58×), and Distilled beverage (1.73×) 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 Soup. 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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