Rascasse Audience Intelligence

Southeast Asia Audience in United States

A data profile of the people who buy, follow and care about Southeast Asia in United States — modelled from more than twelve digital signal sources. Southeast Asia has an estimated audience of 12,120,081 people in United States.

#57among Region in United States#169among POI in United States#259in Travel & Leisure

The average Southeast Asia fan in United States is 41.6 years old, balanced, and lives primarily in California.

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

Top brand affinities include Anne Hathaway, Turkish Airlines, Etihad Airways, with strongest over-indexing on Anne Hathaway (6.35× the country average).

Demographically, the Southeast Asia audience skews balanced with an average age of 41.6, and over-indexes on personality traits such as Patriotism, Spirituality.

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

The typical Southeast Asia fan in United States is balanced, around 41.6 years old, with strong Patriotism tendencies and a notable affinity for Anne Hathaway.

Category: Travel & Leisure · Type: POI · Subtype: Region

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 Southeast Asia profile in United States.

Audience size
12.1M
in United States
Gender
51.8%♀
48.2% male
Age
41.6
average years
Country rank
#2948
POI in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Southeast Asia fans

51.8% are female, 48.2% are male, average age 41.6.

Fig. 02

Gender split

51.8%
Female
48.2%
Male
Demographic split for Southeast Asia audience in United States
MetricValue
Female51.8%
Male48.2%
Average age41.6
Estimated audience size12,120,081
Fig. 03

Age distribution

Ø 41.6
average years
Age distribution of the Southeast Asia audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3918%
40-4920%
50+28%
Fig. 04

Worldwide distribution

9.0%

of the worldwide Southeast Asia audience comes from United States.

Worldwide audience distribution share by country for Southeast Asia
CountryShare
Indonesia9.5%
United States9.0%
Philippines8.0%
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 Southeast Asia audience in United States is strongest.

Fig. 05

Top regions by affinity

Southeast Asia fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~100K2.23×
02Washington, District of Columbia~60K1.73×
03California~2M1.67×
04Texas~1.5M1.47×
05Washington~400K1.45×
06Georgia~500K1.31×
07New York~900K1.29×
08Massachusetts~300K1.29×
09Minnesota~200K1.27×
10Virginia~400K1.23×
11Maryland~200K1.15×
12Alaska~30K1.15×
13Illinois~400K1.11×
14Nevada~100K1.09×
15Connecticut~100K1.05×
16Oregon~100K1.04×
17Nebraska~60K1.03×
18New Jersey~300K1.01×
19Indiana~200K0.98×
20Utah~100K0.98×
21Rhode Island~40K0.98×
22Pennsylvania~400K0.97×
23Oklahoma~100K0.97×
24North Carolina~400K0.96×
25South Carolina~200K0.95×
26Vermont~20K0.94×
27Wisconsin~200K0.93×
28Colorado~200K0.92×
29Arizona~200K0.91×
30Kansas~90K0.91×
31Delaware~30K0.91×
32New Hampshire~40K0.89×
33Florida~700K0.87×
34Idaho~50K0.86×
35South Dakota~20K0.84×
36Michigan~300K0.83×
37Maine~40K0.83×
38Montana~30K0.82×
39North Dakota~20K0.82×
40Kentucky~100K0.81×
41Iowa~80K0.81×
42Missouri~200K0.80×
43Louisiana~100K0.78×
44Arkansas~80K0.78×
45New Mexico~50K0.77×
46Tennessee~200K0.73×
47Ohio~300K0.72×
48West Virginia~40K0.72×
49Alabama~100K0.71×
50Mississippi~70K0.71×
Fig. 06

Affinity by region

Affinity by region — Southeast Asia, United States
0.71×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Southeast Asia audience
#·InterestCategoryAffinity×
01Vietnam AirlinesTravel & Leisure18.61×
02ConfucianismPolitics & Society18.61×
03Etihad AirwaysTravel & Leisure16.40×
04TofuFood & Beverages12.86×
05Cricket World CupSports12.09×
06Turkish AirlinesTravel & Leisure10.08×
07CambodiaTravel & Leisure6.76×
08BadmintonSports6.51×
09Anne HathawayMovies & TV6.35×
10BangkokTravel & Leisure5.48×
11MalaysiaTravel & Leisure5.21×
12MongoliaTravel & Leisure5.12×
13MonarchyPolitics & Society5.06×
14Web serverTechnology & Electronics3.55×
15FedExBusiness & Career2.73×
16InnovationBusiness & Career2.51×
17T-MobileTechnology & Electronics2.05×
18Mortgage loansBusiness & Career1.81×
19IKEAHome & Garden1.80×
20BarbecueFood & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Southeast Asia 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 Southeast Asia audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.16×
SpiritualityBALANCE1.54×
IndulgenceJOY1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Southeast Asia audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.72×
SustainabilityBALANCE0.86×
IndividualismJOY0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Southeast Asia have in United States?

Southeast Asia has an estimated audience of 12,120,081 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Southeast Asia fans?

51.8% of Southeast Asia fans are female, 48.2% are male, with an average age of 41.6 years.

03

Which brands do Southeast Asia fans like most?

Southeast Asia fans show strongest brand affinity for Anne Hathaway (6.35×), Turkish Airlines (10.08×), and Etihad Airways (16.4×) over the country average.

04

Where do Southeast Asia fans live in United States?

Southeast Asia fans in United States are most concentrated in California (reach ~2M), Texas (reach ~1.5M), and New York (reach ~900K). These three regions account for the largest share of the active audience.

05

What other brands do Southeast Asia fans also like?

Beyond Southeast Asia itself, the audience over-indexes on Turkish Airlines (10.08×), Etihad Airways (16.4×), Cricket World Cup (12.09×), and Vietnam Airlines (18.61×) compared to the United States average.

Appendix

Explore more audiences

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

More Region audiences in United States

See Southeast Asia audiences in other countries

How to read this data

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