Muji Audience in United States
Muji has an estimated audience of 2,369,149 people in United States. 64.1% are female, 35.9% are male, average age 30.6. Top regions: New York, California, Massachusetts. Top brand affinities: Coach, Macy's, Mango, Reformation, Marshalls.
The average Muji fan in United States is 30.6 years old, more female, and lives primarily in New York. The audience is concentrated in New York, California, Massachusetts. Top brand affinities include Coach, Macy's, Mango, with strongest over-indexing on Coach (73.13× the country average). Demographically, the Muji audience skews more female with an average age of 30.6, and over-indexes on personality traits such as Design Affinity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Home accessories
Demographics of Muji fans
| Metric | Value |
|---|---|
| Female | 64.1% |
| Male | 35.9% |
| Average age | 30.6 |
| Estimated audience size | 2,369,149 |
Audience persona
The typical Muji fan in United States is more female, around 30.6 years old, with strong Design Affinity tendencies and a notable affinity for Coach.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| New York | 979,878 | 7.4× |
| California | 614,674 | 2.36× |
| Massachusetts | 160,486 | 3.44× |
| Texas | 147,403 | 0.72× |
| New Jersey | 140,172 | 2.33× |
| Washington | 116,076 | 2.44× |
| Oregon | 112,324 | 4.14× |
| Florida | 84,757 | 0.53× |
| Illinois | 80,619 | 1.02× |
| Pennsylvania | 72,810 | 0.91× |
| Virginia | 63,227 | 1.1× |
| Georgia | 50,736 | 0.7× |
| Maryland | 43,823 | 1.08× |
| North Carolina | 41,421 | 0.58× |
| Michigan | 36,519 | 0.59× |
| Ohio | 33,085 | 0.45× |
| Connecticut | 31,152 | 1.31× |
| Hawaii | 26,547 | 2.61× |
| Arizona | 26,137 | 0.54× |
| Colorado | 24,661 | 0.66× |
| Minnesota | 21,677 | 0.64× |
| Tennessee | 19,130 | 0.4× |
| Indiana | 17,818 | 0.41× |
| Washington, District of Columbia | 17,646 | 2.48× |
| Nevada | 17,552 | 0.77× |
| Wisconsin | 15,763 | 0.44× |
| Missouri | 15,288 | 0.4× |
| Utah | 14,481 | 0.68× |
| South Carolina | 11,752 | 0.33× |
| Louisiana | 10,560 | 0.35× |
| Kentucky | 9,853 | 0.33× |
| Rhode Island | 8,856 | 1.17× |
| Oklahoma | 8,650 | 0.33× |
| Alabama | 8,418 | 0.25× |
| Kansas | 6,949 | 0.37× |
| New Hampshire | 6,919 | 0.74× |
| Maine | 6,793 | 0.8× |
| Iowa | 6,498 | 0.33× |
| New Mexico | 5,948 | 0.5× |
| Arkansas | 5,502 | 0.28× |
| Idaho | 4,796 | 0.4× |
| Vermont | 4,090 | 0.98× |
| Delaware | 3,804 | 0.58× |
| Nebraska | 3,733 | 0.31× |
| Mississippi | 3,449 | 0.18× |
| West Virginia | 2,459 | 0.22× |
| Alaska | 2,390 | 0.47× |
| Montana | 2,069 | 0.31× |
| North Dakota | 1,069 | 0.22× |
| South Dakota | 1,028 | 0.19× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Coach | 73.13× | Fashion & Accessoires |
| Macy's | 23.92× | Shopping |
| Mango | 41.28× | Shopping |
| Reformation | 45.63× | Politics & Society |
| Marshalls | 8.56× | Fashion & Accessoires |
| American Apparel | 24.7× | Fashion & Accessoires |
| Charles & Keith | 44.26× | Fashion & Accessoires |
| DSW Designer Shoe Warehouse | 18.51× | Fashion & Accessoires |
| L.L.Bean | 11.21× | Fashion & Accessoires |
| Everlane | 16.56× | Fashion & Accessoires |
| Comme des Garçons | 22.65× | Fashion & Accessoires |
| Asia | 6.65× | Travel & Leisure |
| Missha | 64.11× | Beauty & Wellness |
| COS | 17.48× | Shopping |
| Aerie (American Eagle Outfitters) | 7.53× | |
| Nordstrom rack | 4.38× | Fashion & Accessoires |
| Bath and Bodyworks | 6.03× | Shopping |
| Aerie | 7.34× | Shopping |
| Kohl's | 3.05× | Shopping |
| Southeast Asia | 7.26× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 5.34 |
| Indulgence | JOY | 2.14 |
| Luxury Orientation | PREMIUM | 2.1 |
| Sustainability | BALANCE | 1.96 |
| Travelling | THRILL | 1.61 |
| Quality Awareness | PREMIUM | 1.56 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 45.7% |
| China | 7.4% |
| Taiwan | 7.1% |
See Muji audiences in other countries
More Home accessories audiences in United States
- HomeGoods (28,787,650)
- Big Lots (7,801,656)
- Yankee Candle (3,390,827)
- Scentsy (2,497,861)
- Zara Home (2,435,557)
Frequently asked questions
How many fans does Muji have in United States?
Muji has an estimated audience of 2,369,149 people in United States, concentrated in New York and California.
What is the gender split and age of Muji fans?
64.1% of Muji fans are female, 35.9% are male, with an average age of 30.6 years.
Which brands do Muji fans like most?
Muji fans show strongest brand affinity for Coach (73.13×), Macy's (23.92×), and Mango (41.28×) over the country average.
Where do Muji fans live in United States?
Muji fans in United States are most concentrated in New York (reach 979,878), California (reach 614,674), and Massachusetts (reach 160,486). These three regions account for the largest share of the active audience.
What other brands do Muji fans also like?
Beyond Muji itself, the audience over-indexes on Macy's (23.92×), Mango (41.28×), Reformation (45.63×), and Marshalls (8.56×) compared to the United States average.
How to read this data
Audience size is the estimated number of people in United States who actively search for Muji. 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.