Rascasse Audience Intelligence

K-pop Audience in United States

A data profile of the people who buy, follow and care about K-pop in United States — modelled from more than twelve digital signal sources. K-pop has an estimated audience of 25,068,542 people in United States.

#34among Musical genre in United States#834among Topic in United States#73in Music & Radio

The average K-pop fan in United States is 32.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Beauty, Shoes, KPop Demon Hunters, with strongest over-indexing on Beauty (1.75× the country average).

Demographically, the K-pop audience skews more female with an average age of 32.4, and over-indexes on personality traits such as Extroversion, Creativity.

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

The typical K-pop fan in United States is more female, around 32.4 years old, with strong Extroversion tendencies and a notable affinity for Beauty.

Category: Music & Radio · Type: Topic · Subtype: Musical genre

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 K-pop profile in United States.

Audience size
25.1M
in United States
Gender
60.6%♀
39.4% male
Age
32.4
average years
Country rank
#1228
Topic in United States
Fig. 01

Search interest · 12-month trend

+76%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of K-pop fans

60.6% are female, 39.4% are male, average age 32.4.

Fig. 02

Gender split

60.6%
Female
39.4%
Male
Demographic split for K-pop audience in United States
MetricValue
Female60.6%
Male39.4%
Average age32.4
Estimated audience size25,068,542
Fig. 03

Age distribution

Ø 32.4
average years
Age distribution of the K-pop audience in United States
Age bracketShare%
16-1940%
20-2921%
30-3915%
40-4912%
50+12%
Fig. 04

Worldwide distribution

13.8%

of the worldwide K-pop audience comes from United States.

Worldwide audience distribution share by country for K-pop
CountryShare
China18.1%
Japan14.0%
United States13.8%
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 K-pop audience in United States is strongest.

Fig. 05

Top regions by affinity

K-pop fans by region: top regions in United States
#RegionReachAffinity×
01Texas~3.5M1.57×
02Georgia~1M1.33×
03California~3.5M1.29×
04Louisiana~400K1.27×
05South Carolina~500K1.26×
06Kentucky~400K1.23×
07Indiana~500K1.18×
08Mississippi~200K1.18×
09Florida~2M1.16×
10New Mexico~100K1.14×
11Nevada~300K1.13×
12North Carolina~800K1.12×
13Oklahoma~300K1.12×
14Arkansas~200K1.11×
15New Jersey~700K1.10×
16Illinois~900K1.09×
17Pennsylvania~900K1.08×
18New York~1.5M1.06×
19Maryland~500K1.06×
20Missouri~400K1.05×
21Kansas~200K1.04×
22Ohio~800K1.03×
23Virginia~600K1.02×
24Michigan~700K1.01×
25Alaska~50K1.00×
26Tennessee~500K0.99×
27Arizona~500K0.98×
28Iowa~200K0.98×
29Wisconsin~400K0.95×
30Connecticut~200K0.95×
31Utah~200K0.95×
32Hawaii~100K0.95×
33South Dakota~60K0.95×
34Delaware~60K0.94×
35Nebraska~100K0.93×
36West Virginia~100K0.93×
37Minnesota~300K0.92×
38Alabama~300K0.92×
39Idaho~100K0.92×
40Rhode Island~70K0.92×
41Washington~400K0.88×
42North Dakota~40K0.86×
43Massachusetts~400K0.85×
44Oregon~200K0.85×
45Colorado~300K0.76×
46Montana~50K0.75×
47New Hampshire~70K0.74×
48Vermont~30K0.69×
49Maine~60K0.67×
50Washington, District of Columbia~50K0.61×
Fig. 06

Affinity by region

Affinity by region — K-pop, United States
0.61×1.00×1.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for K-pop audience
#·InterestCategoryAffinity×
01South KoreaTravel & Leisure3.49×
02BTSMusic & Radio2.70×
03KPop Demon HuntersMovies & TV2.25×
04IndonesiaTravel & Leisure2.02×
05ShoesFashion & Accessoires1.91×
06Millie Bobby BrownMovies & TV1.87×
07BarbieMovies & TV1.84×
08Self-loveHealth1.83×
09Makeup TutorialsBeauty & Wellness1.78×
10BeautyBeauty & Wellness1.75×
11Anime conventionLiterature1.75×
12Ariana GrandeMusic & Radio1.75×
13Anime and manga fandomLiterature1.69×
14Curly HairBeauty & Wellness1.63×
15Acoustic guitarMusic & Radio1.60×
16Hair ExtensionsBeauty & Wellness1.58×
17JapanTravel & Leisure1.57×
18Google NewsNews1.57×
19Stranger ThingsMovies & TV1.52×
20ChewyShopping1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the K-pop 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 K-pop audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.19×
CreativityOPEN1.13×
Pet OwnershipJOY1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by K-pop audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.73×
Career OrientationPOWER0.85×
Luxury OrientationPREMIUM0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does K-pop have in United States?

K-pop has an estimated audience of 25,068,542 people in United States, concentrated in California and Texas.

02

What is the gender split and age of K-pop fans?

60.6% of K-pop fans are female, 39.4% are male, with an average age of 32.4 years.

03

Which brands do K-pop fans like most?

K-pop fans show strongest brand affinity for Beauty (1.75×), Shoes (1.91×), and KPop Demon Hunters (2.25×) over the country average.

04

Where do K-pop fans live in United States?

K-pop fans in United States are most concentrated in California (reach ~3.5M), Texas (reach ~3.5M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do K-pop fans also like?

Beyond K-pop itself, the audience over-indexes on Shoes (1.91×), KPop Demon Hunters (2.25×), South Korea (3.49×), and Self-love (1.83×) compared to the United States average.

Appendix

Explore more audiences

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

More Musical genre audiences in United States

See K-pop audiences in other countries

How to read this data

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