Rascasse Audience Intelligence

Malaysian cuisine Audience in United States

A data profile of the people who buy, follow and care about Malaysian cuisine in United States — modelled from more than twelve digital signal sources. Malaysian cuisine has an estimated audience of 788,145 people in United States.

#61among Cuisine in United States#9581among Topic in United States#1540in Food & Beverages

The average Malaysian cuisine fan in United States is 35.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Indonesian cuisine, Pedas, Malay cuisine, with strongest over-indexing on Indonesian cuisine (121.6× the country average).

Demographically, the Malaysian cuisine audience skews more female with an average age of 35.0, and over-indexes on personality traits such as Individualism, Healthy Lifestyle.

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

The typical Malaysian cuisine fan in United States is more female, around 35.0 years old, with strong Individualism tendencies and a notable affinity for Indonesian cuisine.

Category: Food & Beverages · Type: Topic · Subtype: Cuisine

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 Malaysian cuisine profile in United States.

Audience size
788K
in United States
Gender
57.2%♀
42.8% male
Age
35.0
average years
Country rank
#27731
Topic in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Malaysian cuisine fans

57.2% are female, 42.8% are male, average age 35.0.

Fig. 02

Gender split

57.2%
Female
42.8%
Male
Demographic split for Malaysian cuisine audience in United States
MetricValue
Female57.2%
Male42.8%
Average age35.0
Estimated audience size788,145
Fig. 03

Age distribution

Ø 35.0
average years
Age distribution of the Malaysian cuisine audience in United States
Age bracketShare%
16-1931%
20-2921%
30-3918%
40-4916%
50+14%
Fig. 04

Worldwide distribution

7.7%

of the worldwide Malaysian cuisine audience comes from United States.

Worldwide audience distribution share by country for Malaysian cuisine
CountryShare
Malaysia30.2%
India9.1%
United States7.7%
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 Malaysian cuisine audience in United States is strongest.

Fig. 05

Top regions by affinity

Malaysian cuisine fans by region: top regions in United States
#RegionReachAffinity×
01Alaska~3K1.51×
02Massachusetts~20K1.47×
03Vermont~2K1.24×
04North Dakota~2K1.18×
05New York~50K1.17×
06Delaware~3K1.17×
07Pennsylvania~30K1.14×
08Rhode Island~3K1.12×
09Montana~2K1.11×
10Minnesota~10K1.09×
11Hawaii~4K1.09×
12West Virginia~4K1.07×
13Maine~3K1.07×
14Idaho~4K1.05×
15Washington, District of Columbia~2K1.05×
16California~90K1.04×
17Washington~20K1.04×
18New Hampshire~3K1.04×
19South Dakota~2K1.02×
20New Mexico~4K0.99×
21Nebraska~4K0.99×
22Georgia~20K0.98×
23Mississippi~6K0.98×
24Arkansas~6K0.97×
25Illinois~20K0.95×
26New Jersey~20K0.95×
27Kansas~6K0.95×
28Iowa~6K0.94×
29Oklahoma~8K0.93×
30Kentucky~9K0.92×
31Nevada~7K0.92×
32Utah~6K0.92×
33Louisiana~9K0.91×
34Oregon~8K0.91×
35Connecticut~7K0.91×
36Alabama~10K0.90×
37South Carolina~10K0.89×
38Wisconsin~10K0.88×
39Indiana~10K0.87×
40Maryland~10K0.87×
41Missouri~10K0.87×
42Virginia~20K0.86×
43Tennessee~10K0.86×
44Colorado~10K0.86×
45North Carolina~20K0.85×
46Arizona~10K0.84×
47Michigan~20K0.81×
48Ohio~20K0.80×
49Texas~50K0.75×
50Florida~40K0.68×
Fig. 06

Affinity by region

Affinity by region — Malaysian cuisine, United States
0.68×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malaysian cuisine audience
#·InterestCategoryAffinity×
01PedasTravel & Leisure270.90×
02Malay cuisineFood & Beverages217.14×
03Indonesian cuisineFood & Beverages121.60×
04Tamil cuisineFood & Beverages93.57×
05foodpandaFood & Beverages85.13×
06Punjabi cuisineFood & Beverages66.25×
07Bengali cuisineFood & Beverages66.15×
08EenaduNews42.31×
09Divya BhaskarNews39.30×
10Pakistani cuisineFood & Beverages34.50×
11KahaaniMovies & TV23.53×
12ZomatoFood & Beverages22.76×
13Gujarati languagePolitics & Society21.95×
14Kill BillMovies & TV17.47×
15Hair tutorialsBeauty & Wellness16.53×
16Music of NigeriaMusic & Radio15.45×
17SalarymanBusiness & Career15.10×
18AfrobeatMusic & Radio8.43×
19SupermanMovies & TV3.48×
20TikTokInternet & Social Media3.41×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malaysian cuisine 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 Malaysian cuisine audience · What stands out
TraitClusterDeviationScore
IndividualismJOY3.41×
Healthy LifestyleBALANCE2.88×
TraditionCONSERVATISM2.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malaysian cuisine audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL1.07×
Family OrientationCONSERVATISM1.09×
Price SensitivityPREMIUM1.10×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Malaysian cuisine have in United States?

Malaysian cuisine has an estimated audience of 788,145 people in United States, concentrated in California and New York.

02

What is the gender split and age of Malaysian cuisine fans?

57.2% of Malaysian cuisine fans are female, 42.8% are male, with an average age of 35.0 years.

03

Which brands do Malaysian cuisine fans like most?

Malaysian cuisine fans show strongest brand affinity for Indonesian cuisine (121.6×), Pedas (270.9×), and Malay cuisine (217.14×) over the country average.

04

Where do Malaysian cuisine fans live in United States?

Malaysian cuisine fans in United States are most concentrated in California (reach ~90K), New York (reach ~50K), and Texas (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Malaysian cuisine fans also like?

Beyond Malaysian cuisine itself, the audience over-indexes on Pedas (270.9×), Malay cuisine (217.14×), Eenadu (42.31×), and Tamil cuisine (93.57×) compared to the United States average.

Appendix

Explore more audiences

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

More Cuisine audiences in United States

See Malaysian cuisine audiences in other countries

How to read this data

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

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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