Rascasse Audience Intelligence

Muji Target Market in United States

A data profile of the people who buy, follow and care about Muji in United States — modelled from more than twelve digital signal sources. Muji has an estimated audience of 2,416,940 people in United States.

#7among Home accessories in United States#1228among Brand in United States#716in Home & Garden

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, Sustainability.

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

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.

Category: Home & Garden · Type: Brand · Subtype: Home accessories

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 Muji profile in United States.

Audience size
2.4M
in United States
Gender
64.1%♀
35.9% male
Age
30.6
average years
Country rank
#12216
Brand in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Muji

64.1% are female, 35.9% are male, average age 30.6.

Fig. 02

Gender split

64.1%
Female
35.9%
Male
Demographic split for Muji audience in United States
MetricValue
Female64.1%
Male35.9%
Average age30.6
Estimated audience size2,416,940
Fig. 03

Age distribution

Ø 30.6
average years
Age distribution of the Muji audience in United States
Age bracketShare%
16-1946%
20-2921%
30-3914%
40-4911%
50+9%
Fig. 04

Worldwide distribution

6.6%

of the worldwide Muji audience comes from United States.

Worldwide audience distribution share by country for Muji
CountryShare
Japan45.6%
China7.4%
Taiwan7.0%
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 Muji audience in United States is strongest.

Fig. 05

Top regions by affinity

Muji customers by region in United States
#RegionReachAffinity×
01New York~900K6.98×
02Oregon~100K4.59×
03Massachusetts~200K3.61×
04Hawaii~30K2.55×
05Washington~100K2.27×
06Washington, District of Columbia~20K2.23×
07New Jersey~100K2.17×
08California~600K2.15×
09Connecticut~30K1.23×
10Rhode Island~9K1.14×
11Maryland~40K1.05×
12Vermont~4K1.05×
13Virginia~60K1.04×
14Illinois~80K0.95×
15Pennsylvania~70K0.87×
16Maine~7K0.83×
17New Hampshire~7K0.80×
18Nevada~20K0.78×
19Texas~100K0.71×
20Georgia~50K0.70×
21Utah~10K0.68×
22Colorado~20K0.66×
23Minnesota~20K0.66×
24Delaware~4K0.66×
25Alaska~3K0.65×
26North Carolina~40K0.59×
27Michigan~40K0.59×
28Arizona~30K0.57×
29New Mexico~7K0.55×
30Florida~90K0.53×
31Idaho~6K0.50×
32North Dakota~2K0.50×
33Montana~3K0.49×
34South Dakota~3K0.49×
35Ohio~30K0.47×
36Wisconsin~20K0.47×
37Kansas~9K0.46×
38Tennessee~20K0.45×
39Indiana~20K0.44×
40Missouri~20K0.43×
41Nebraska~5K0.43×
42Louisiana~10K0.42×
43West Virginia~5K0.41×
44Kentucky~10K0.39×
45Oklahoma~10K0.39×
46Iowa~8K0.39×
47Arkansas~8K0.39×
48South Carolina~10K0.37×
49Mississippi~7K0.35×
50Alabama~10K0.34×
Fig. 06

Affinity by region

Affinity by region — Muji, United States
0.34×1.00×6.98×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Muji audience
#·InterestCategoryAffinity×
01CoachFashion & Accessoires73.13×
02MisshaBeauty & Wellness64.11×
03ReformationPolitics & Society45.63×
04Charles & KeithFashion & Accessoires44.26×
05MangoShopping41.28×
06American ApparelFashion & Accessoires24.70×
07Macy'sShopping23.92×
08Comme des GarçonsFashion & Accessoires22.65×
09DSW Designer Shoe WarehouseFashion & Accessoires18.51×
10COSShopping17.48×
11EverlaneFashion & Accessoires16.56×
12L.L.BeanFashion & Accessoires11.21×
13MarshallsFashion & Accessoires8.56×
14Aerie (American Eagle Outfitters)Brand7.53×
15AerieShopping7.34×
16UniqloShopping6.89×
17AsiaTravel & Leisure6.65×
18Bath and BodyworksShopping6.03×
19Nordstrom rackFashion & Accessoires4.38×
20Trader Joe'sShopping3.33×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Muji 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 Muji audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.96×
SustainabilityBALANCE2.42×
Quality AwarenessPREMIUM2.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Muji audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.36×
Need for SecurityCONSERVATISM0.43×
Risk AppetiteTHRILL0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Muji's target market in United States?

Muji's target market in United States covers an estimated 2,416,940 people, concentrated in New York and California.

02

What is the gender split and age of Muji customers?

64.1% of the Muji audience are female, 35.9% are male, with an average age of 30.6 years.

03

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.

04

Where do Muji fans live in United States?

Muji fans in United States are most concentrated in New York (reach ~900K), California (reach ~600K), and Massachusetts (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Home accessories audiences in United States

See Muji audiences in other countries

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.

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