Rascasse Audience Intelligence

Vietnamese cuisine Audience in United States

A data profile of the people who buy, follow and care about Vietnamese cuisine in United States — modelled from more than twelve digital signal sources. Vietnamese cuisine has an estimated audience of 7,716,409 people in United States.

#20among Cuisine in United States#2809among Topic in United States#344in Food & Beverages

The average Vietnamese cuisine fan in United States is 40.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

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 Vietnamese cuisine profile in United States.

Audience size
7.7M
in United States
Gender
63.4%♀
36.6% male
Age
40.1
average years
Country rank
#4601
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Vietnamese cuisine fans

63.4% are female, 36.6% are male, average age 40.1.

Fig. 02

Gender split

63.4%
Female
36.6%
Male
Demographic split for Vietnamese cuisine audience in United States
MetricValue
Female63.4%
Male36.6%
Average age40.1
Estimated audience size7,716,409
Fig. 03

Age distribution

Ø 40.1
average years
Age distribution of the Vietnamese cuisine audience in United States
Age bracketShare%
16-1919%
20-2918%
30-3919%
40-4921%
50+23%
Fig. 04

Worldwide distribution

8.4%

of the worldwide Vietnamese cuisine audience comes from United States.

Worldwide audience distribution share by country for Vietnamese cuisine
CountryShare
Japan11.9%
China10.3%
United States8.4%
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 Vietnamese cuisine audience in United States is strongest.

Fig. 05

Top regions by affinity

Vietnamese cuisine fans by region: top regions in United States
#RegionReachAffinity×
01Alabama~300K3.16×
02Hawaii~80K2.44×
03California~2M2.11×
04Washington~300K1.90×
05Texas~1M1.57×
06South Carolina~200K1.57×
07Oregon~100K1.42×
08Vermont~20K1.42×
09Massachusetts~200K1.33×
10Louisiana~100K1.33×
11Nevada~90K1.25×
12New Mexico~50K1.17×
13Washington, District of Columbia~30K1.14×
14Virginia~200K1.13×
15Indiana~200K1.11×
16Georgia~300K1.10×
17Minnesota~100K1.08×
18Arizona~200K1.06×
19New York~500K1.05×
20Florida~500K0.99×
21Kansas~60K0.97×
22Colorado~100K0.96×
23Oklahoma~80K0.94×
24New Jersey~200K0.92×
25Maryland~100K0.90×
26Utah~60K0.88×
27Alaska~10K0.88×
28Pennsylvania~200K0.87×
29North Carolina~200K0.87×
30Illinois~200K0.86×
31Nebraska~30K0.81×
32Missouri~100K0.80×
33Arkansas~50K0.80×
34Connecticut~60K0.78×
35Rhode Island~20K0.74×
36Delaware~20K0.72×
37Maine~20K0.69×
38Tennessee~100K0.68×
39Kentucky~70K0.68×
40Mississippi~40K0.68×
41Iowa~40K0.66×
42Idaho~30K0.65×
43South Dakota~10K0.65×
44North Dakota~10K0.64×
45Montana~10K0.63×
46New Hampshire~20K0.62×
47Wisconsin~70K0.61×
48Michigan~100K0.60×
49West Virginia~20K0.56×
50Ohio~100K0.55×
Fig. 06

Affinity by region

Affinity by region — Vietnamese cuisine, United States
0.55×1.00×3.16×
Appendix

Explore more audiences

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

More Cuisine audiences in United States

See Vietnamese 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 Vietnamese 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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