A data profile of the people who buy, follow and care about South Asia in Malaysia — modelled from more than twelve digital signal sources. South Asia has an estimated audience of 3,074,622 people in Malaysia.
The average South Asia fan in Malaysia is 38.3 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Kashmir, Breaking news, Politics, with strongest over-indexing on Kashmir (6.85× the country average).
Demographically, the South Asia audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Quality Awareness, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical South Asia fan in Malaysia is balanced, around 38.3 years old, with strong Quality Awareness tendencies and a notable affinity for Kashmir.
The key figures that characterise the South Asia profile in Malaysia.
48.2% are female, 51.8% are male, average age 38.3.
| Metric | Value |
|---|---|
| Female | 48.2% |
| Male | 51.8% |
| Average age | 38.3 |
| Estimated audience size | 3,074,622 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 28% | |
| 30-39 | 25% | |
| 40-49 | 19% | |
| 50+ | 15% |
of the worldwide South Asia audience comes from Malaysia.
| Country | Share |
|---|---|
| India | 18.1% |
| United States | 11.1% |
| Saudi Arabia | 3.4% |
Where the South Asia audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1.5M | 1.49× | |
| 02 | Kuala Lumpur | ~800K | 1.36× | |
| 03 | Sabah | ~300K | 1.14× | |
| 04 | Penang | ~200K | 1.08× | |
| 05 | Sarawak | ~300K | 1.05× | |
| 06 | Johor | ~400K | 1.01× | |
| 07 | Negeri Sembilan | ~100K | 1.00× | |
| 08 | Perak | ~200K | 0.99× | |
| 09 | Kedah | ~200K | 0.98× | |
| 10 | Pahang | ~100K | 0.98× | |
| 11 | Labuan | ~20K | 0.97× | |
| 12 | Malacca | ~100K | 0.95× | |
| 13 | Perlis | ~40K | 0.95× | |
| 14 | Kelantan | ~100K | 0.94× | |
| 15 | Terengganu | ~100K | 0.94× | |
| 16 | Putrajaya | ~20K | 0.94× |
The strongest cross-interests of the South Asia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kashmir | Fashion & Accessoires | 6.85× | ||
| 02 | Public administration | Business & Career | 2.70× | ||
| 03 | Breaking news | Movies & TV | 2.26× | ||
| 04 | Hindi | Politics & Society | 2.17× | ||
| 05 | Porridge | Food & Beverages | 2.09× | ||
| 06 | Convenience store | Food & Beverages | 2.03× | ||
| 07 | Dermatology | Beauty & Wellness | 1.96× | ||
| 08 | Fertilizer | Home & Garden | 1.93× | ||
| 09 | CNN | Movies & TV | 1.90× | ||
| 10 | Blood vessel | Health | 1.87× | ||
| 11 | Islamic architecture | Home & Garden | 1.81× | ||
| 12 | Wikipedia | Internet & Social Media | 1.78× | ||
| 13 | Social science | Business & Career | 1.77× | ||
| 14 | Microwave oven | Home & Garden | 1.75× | ||
| 15 | Non-alcoholic beverage | Food & Beverages | 1.73× | ||
| 16 | Mineral water | Food & Beverages | 1.70× | ||
| 17 | Politics | Politics & Society | 1.60× | ||
| 18 | Online gambling | Games | 1.60× | ||
| 19 | Sociology | Business & Career | 1.53× | ||
| 20 | Fasting | Health | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.23× | |
| Spirituality | BALANCE | 1.17× | |
| Risk Appetite | THRILL | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.73× | |
| Luxury Orientation | PREMIUM | 0.84× | |
| Social Media Usage | JOY | 0.87× |
South Asia has an estimated audience of 3,074,622 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
48.2% of South Asia fans are female, 51.8% are male, with an average age of 38.3 years.
South Asia fans show strongest brand affinity for Kashmir (6.85×), Breaking news (2.26×), and Politics (1.6×) over the country average.
South Asia fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~800K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond South Asia itself, the audience over-indexes on Breaking news (2.26×), Politics (1.6×), Convenience store (2.03×), and Hindi (2.17×) 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 South Asia. 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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