Leeds tops Google searches for Spice Girls, beating London and New York

May 28, 2025 – 

 In an unexpected twist, Google Trends data from the past year shows that Leeds has the highest search volume for “Spice Girls” worldwide.

Beyond London’s well-known Spice Girls fandom, a new analysis by Sumissura, a leading custom apparel brand for women,  highlights  Leeds as having the highest search volume for “Spice Girls” worldwide. 

Sumissura’s Spice Girls fan study (conducted by the women’s custom suit company) found that Leeds scored a perfect 100 in Google’s interest index – outpacing even global capitals and the Spice Girls’ hometown of London

The analysis, led by Sumissura Marketing Lead (and Spice Girls superfan) Nancy Peyer, is part of the brand’s global “Spice Bosses” campaign that celebrates the Spice Girls’ legacy with modern professional flair (see Sumissura’s “What Spice Boss Are You” blog).

According to the Google Trends report (May 2024 – May 2025), the top five cities worldwide for Spice Girls search interest were:

It’s striking that all five are in the United Kingdom, underscoring the enduring love for the Spice Girls on their home turf. 

Leeds leading the pack suggests a particularly fervent local interest – perhaps driven by events like Spice Girls tribute concerts, local media nostalgia stories, or a high concentration of fans in Yorkshire keeping the Spice spirit alive online. Liverpool’s second-place finish aligns with its reputation as a music-loving city, and Manchester, Glasgow, and Edinburgh rounding out the top five shows broad interest across England and Scotland.

Major global cities like London or New York did not appear at the very top of the search rankings, likely because their larger populations mean Spice Girls searches are a smaller fraction of overall searches (Google’s index is relative). Thus, while plenty of people in those mega-cities do Google the Spice Girls, the relative intensity was higher in places like Leeds and Liverpool.

 In essence, Spice Girls nostalgia is particularly concentrated in mid-sized UK cities where ’90s memories run deep.

- Spice Girls fanbase revealed: 82% Female and dominated by millennials

- Millennial Spice: 70% of Spice Girls’ Instagram Fans Are Ages 25–44

The Spice Girls promoted "Girl Power" in the '90s and still have a strong female fan base in 2025, with women driving their fandom online.

Gen Z is enthusiastically engaging with Spice Girls content, even though many weren't born during the group's 1990s heyday. They are discovering hits like "Wannabe" and "Spice Up Your Life" through YouTube and nostalgia-themed content.

So why does the Spice Girls phenomenon remain so female-focused after all these years? Cultural commentators point to the group’s message of empowerment and friendship that resonated deeply with young women in the 90s. Those fans, now in their late 20s to early 40s, have carried that love into adulthood.

As whispers of a 2026 Spice Girls reunion world tour gather momentum, one question keeps popping up in forums and fan groups: “Where should they go?” Our study has sketched a hypothetical “Return of Girl Power” Tour that aligns perfectly with where the band’s legend burns brightest.

🌍 1. From London to Lagos: Spice World is now truly global. TikTok has spoken—and the Spice Girls are trending in Nigeria, South Africa, and the Philippines. Who needs a world tour when you're already running a full-on international pop empire from people’s phones?

🧑‍🎤 Gen Z knows all the words to "Wannabe" - not ironically. 42% of Spice Girls' YouTube subscribers are 18-24, born after "Spice World" but still know the dance moves from the "Stop" video. Girl Power meets Algorithm Power.

💅 3. 80% of their IG followers are women: It’s not just a fandom, it's a sisterhood. The Spice Girls continue to be a female-led movement with support from Millennial and Gen Z women, showcasing lasting influence.

🌆 4. Chicago Beats NYC and LA in Spice streams.  America’s top streaming city isn’t the coasts—it’s Chicago, clocking in at ~71k monthly listeners. The Midwest has impeccable taste (and possibly the highest concentration of “Girl Power” playlists per capita).

🇦🇺 6. Australia Is basically the sixth Spice Girl. Sydney and Melbourne take the #2 and #3 global spots in Spotify listeners. If there’s a 2026 tour, they’d better budget for extra glitter and Vegemite.

📊 7. Not Just a comeback—A platform takeover streaming? check. YouTube? Check. TikTok? Definitely. Google? Still hot. Instagram? Stronger than ever. This isn’t a nostalgia act—it’s a digital rebirth, rebranded, restyled, and ready for virality.

Sumissura is celebrating its "Spice Bosses" campaign by merging fashion and fandom, transforming the Spice Girls into modern business icons in a blog feature called "Discover your Spice Boss." 

Hungry for more? We invite journalists to delve deeper into the data. We’re ready to share the full datasets, venue-specific estimates, and custom infographics to make your readers believe in data-fueled destiny—and the return of Girl Power. 

Press Contact:
 Raquel Rodriguez
 Senior PR Manager, Sumissura
 raquel@hockerty.com.