Demographic variables are important antecedents showing the consumers' ethnocentrism tendency for the foreign product. Since the ASEAN market, characterized with multi-race and multi-religion, is very important export market to Korea, this study aims to explore the ethnocentrism tendency in Malaysian consumers which reveals demographic peculiarities of ASEAN market. Results show that race and religion are also important variables to understand consumer ethnocentrism. With CETSCALE consumers are divided into two groups depending on the degree of ethnocentric tendency. They exhibit different buying behaviour in terms of purchasing experience, the buying intentions in the future, and the preference for the competing foreign products. Two groups show distinctive value perception gap for the foreign product based on value dimensions extracted by factor analysis.