Rascasse Audience Intelligence

Daiso Target Market in United States

A data profile of the people who buy, follow and care about Daiso in United States — modelled from more than twelve digital signal sources. Daiso has an estimated audience of 2,475,561 people in United States.

#1205among Brand in United States#550in Fashion & Accessoires

The average Daiso fan in United States is 29.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Washington.

Top brand affinities include Tokyo University of the Arts, Maat, Overseas Chinese University, with strongest over-indexing on Tokyo University of the Arts (307.1× the country average).

Demographically, the Daiso audience skews more female with an average age of 29.6, and over-indexes on personality traits such as Luxury Orientation, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Daiso fan in United States is more female, around 29.6 years old, with strong Luxury Orientation tendencies and a notable affinity for Tokyo University of the Arts.

Category: Fashion & Accessoires · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Daiso profile in United States.

Audience size
2.5M
in United States
Gender
79.9%♀
20.1% male
Age
29.6
average years
Country rank
#11997
Brand in United States
Fig. 01

Search interest · 12-month trend

-40%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Daiso

79.9% are female, 20.1% are male, average age 29.6.

Fig. 02

Gender split

79.9%
Female
20.1%
Male
Demographic split for Daiso audience in United States
MetricValue
Female79.9%
Male20.1%
Average age29.6
Estimated audience size2,475,561
Fig. 03

Age distribution

Ø 29.6
average years
Age distribution of the Daiso audience in United States
Age bracketShare%
16-1952%
20-2917%
30-3912%
40-4911%
50+8%
Fig. 04

Worldwide distribution

9.9%

of the worldwide Daiso audience comes from United States.

Worldwide audience distribution share by country for Daiso
CountryShare
Japan64.4%
United States9.9%
China5.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Daiso audience in United States is strongest.

Fig. 05

Top regions by affinity

Daiso customers by region in United States
#RegionReachAffinity×
01Hawaii~100K9.51×
02California~1.5M4.20×
03Washington~200K3.64×
04Oregon~100K3.49×
05Texas~800K3.31×
06Nevada~80K2.79×
07Arizona~100K2.60×
08New Mexico~30K2.23×
09Utah~50K2.06×
10Arkansas~40K1.96×
11Illinois~100K1.52×
12Colorado~60K1.44×
13Oklahoma~40K1.19×
14Minnesota~40K1.12×
15Kansas~20K1.11×
16Missouri~50K1.09×
17New York~100K0.89×
18Florida~100K0.72×
19Georgia~50K0.64×
20New Jersey~40K0.59×
21Tennessee~30K0.51×
22Wyoming~2K0.49×
23Wisconsin~20K0.45×
24Alaska~3K0.44×
25Washington, District of Columbia~3K0.39×
26North Dakota~2K0.38×
27South Dakota~2K0.37×
28Idaho~5K0.36×
29Maryland~20K0.35×
30Virginia~20K0.34×
31Montana~3K0.34×
32Rhode Island~3K0.33×
33Delaware~3K0.33×
34Mississippi~7K0.31×
35Connecticut~8K0.30×
36Nebraska~4K0.30×
37West Virginia~4K0.30×
38Louisiana~10K0.29×
39New Hampshire~3K0.29×
40Maine~3K0.29×
41Massachusetts~20K0.28×
42North Carolina~20K0.27×
43Indiana~10K0.27×
44Kentucky~9K0.26×
45Iowa~6K0.26×
46Alabama~10K0.25×
47Pennsylvania~20K0.24×
48Michigan~20K0.23×
49South Carolina~10K0.23×
50Ohio~20K0.22×
Fig. 06

Affinity by region

Affinity by region — Daiso, United States
0.22×1.00×9.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Daiso audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Daiso audience
#·InterestCategoryAffinity×
01MaatPolitics & Society376.18×
02Overseas Chinese UniversityBusiness & Career363.10×
03Tohoku UniversityBusiness & Career311.50×
04Tokyo University of the ArtsBusiness & Career307.10×
05Blenders PrideFood & Beverages288.54×
06Korea Football AssociationSports219.12×
07Tokyu HandsShopping210.06×
08Open University of Hong KongBusiness & Career194.02×
09Nagoya UniversityBusiness & Career186.91×
10Pirateland Family Camping ResortTopic183.64×
11Hong Kong Polytechnic UniversityBusiness & Career181.70×
12City University of Hong KongBusiness & Career179.78×
13ShinsegaeFashion & Accessoires155.18×
14Lotte Department StoreFashion & Accessoires150.12×
15RTHKMusic & Radio146.47×
16University of Hong KongBusiness & Career143.22×
17IncheonTravel & Leisure109.64×
18Nanyang Technological UniversityBusiness & Career97.35×
19DaeguTravel & Leisure84.59×
20Boing BoingInternet & Social Media66.94×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Daiso audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Daiso audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.52×
Design AffinityPREMIUM1.48×
SustainabilityBALANCE1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Daiso audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.72×
Social Media UsageJOY0.81×
Family OrientationCONSERVATISM0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Daiso's target market in United States?

Daiso's target market in United States covers an estimated 2,475,561 people, concentrated in California and Texas.

02

What is the gender split and age of Daiso customers?

79.9% of the Daiso audience are female, 20.1% are male, with an average age of 29.6 years.

03

Which brands do Daiso fans like most?

Daiso fans show strongest brand affinity for Tokyo University of the Arts (307.1×), Maat (376.18×), and Overseas Chinese University (363.1×) over the country average.

04

Where do Daiso fans live in United States?

Daiso fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~800K), and Washington (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Daiso fans also like?

Beyond Daiso itself, the audience over-indexes on Maat (376.18×), Overseas Chinese University (363.1×), Tohoku University (311.5×), and Hong Kong Polytechnic University (181.7×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Fashion & Accessoires audiences in United States

See Daiso audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Daiso. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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