A data profile of the people who buy, follow and care about Thai cuisine in Malaysia — modelled from more than twelve digital signal sources. Thai cuisine has an estimated audience of 2,027,736 people in Malaysia.
The average Thai cuisine fan in Malaysia is 38.0 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Japanese cuisine, Chinese cuisine, Diners, with strongest over-indexing on Japanese cuisine (1.83× the country average).
Demographically, the Thai cuisine audience skews more female with an average age of 38.0, and over-indexes on personality traits such as Spirituality, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 15 regions tracked by Rascasse.
The typical Thai cuisine fan in Malaysia is more female, around 38.0 years old, with strong Spirituality tendencies and a notable affinity for Japanese cuisine.
The key figures that characterise the Thai cuisine profile in Malaysia.
58.6% are female, 41.4% are male, average age 38.0.
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 38.0 |
| Estimated audience size | 2,027,736 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 19% | |
| 50+ | 15% |
of the worldwide Thai cuisine audience comes from Malaysia.
| Country | Share |
|---|---|
| Japan | 12.3% |
| China | 12.0% |
| United States | 8.1% |
Where the Thai cuisine audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kuala Lumpur | ~500K | 1.36× | |
| 02 | Kedah | ~200K | 1.36× | |
| 03 | Penang | ~200K | 1.36× | |
| 04 | Perak | ~200K | 1.29× | |
| 05 | Selangor | ~700K | 1.25× | |
| 06 | Sarawak | ~200K | 1.01× | |
| 07 | Perlis | ~30K | 1.01× | |
| 08 | Negeri Sembilan | ~100K | 0.99× | |
| 09 | Putrajaya | ~10K | 0.98× | |
| 10 | Kelantan | ~90K | 0.93× | |
| 11 | Terengganu | ~80K | 0.93× | |
| 12 | Malacca | ~70K | 0.93× | |
| 13 | Pahang | ~90K | 0.92× | |
| 14 | Johor | ~200K | 0.88× | |
| 15 | Sabah | ~200K | 0.86× |
The strongest cross-interests of the Thai cuisine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Middle Eastern cuisine | Food & Beverages | 2.22× | ||
| 02 | Mexican cuisine | Food & Beverages | 2.18× | ||
| 03 | Vietnamese cuisine | Food & Beverages | 2.13× | ||
| 04 | Greek cuisine | Food & Beverages | 2.13× | ||
| 05 | Spanish cuisine | Food & Beverages | 2.10× | ||
| 06 | French cuisine | Food & Beverages | 1.90× | ||
| 07 | Japanese cuisine | Food & Beverages | 1.83× | ||
| 08 | Diners | Food & Beverages | 1.77× | ||
| 09 | Indian cuisine | Food & Beverages | 1.76× | ||
| 10 | Korean cuisine | Food & Beverages | 1.72× | ||
| 11 | Veganism | Food & Beverages | 1.68× | ||
| 12 | Energy drinks | Food & Beverages | 1.67× | ||
| 13 | Chinese cuisine | Food & Beverages | 1.65× | ||
| 14 | Banana | Food & Beverages | 1.63× | ||
| 15 | Gospel music | Music & Radio | 1.61× | ||
| 16 | Pizza | Food & Beverages | 1.60× | ||
| 17 | Freckle | Beauty & Wellness | 1.60× | ||
| 18 | Plus-size clothing | Fashion & Accessoires | 1.55× | ||
| 19 | Soft drinks | Food & Beverages | 1.51× | ||
| 20 | Dance music | Music & Radio | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.23× | |
| Urban Lifestyle | OPEN | 1.23× | |
| Individualism | JOY | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.57× | |
| Family Orientation | CONSERVATISM | 0.70× | |
| Patriotism | CONSERVATISM | 0.75× |
Thai cuisine has an estimated audience of 2,027,736 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
58.6% of Thai cuisine fans are female, 41.4% are male, with an average age of 38.0 years.
Thai cuisine fans show strongest brand affinity for Japanese cuisine (1.83×), Chinese cuisine (1.65×), and Diners (1.77×) over the country average.
Thai cuisine fans in Malaysia are most concentrated in Selangor (reach ~700K), Kuala Lumpur (reach ~500K), and Johor (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Thai cuisine itself, the audience over-indexes on Chinese cuisine (1.65×), Diners (1.77×), Veganism (1.68×), and Korean cuisine (1.72×) 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 Thai cuisine. 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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