Down under spice: Sydney vs. Melbourne leads Australia’s Spice Girls comeback

Zurich, June 10, 2025 – 

The Spice Girls’ legacy is alive and well Down Under, according to a new study by Sumissura, an international custom women’s fashion brand, that examines where the ’90s pop icons have the strongest following in Australia. As part of Sumissura’s Chartmetric and Google Trends-powered research (led by Marketing Lead Nancy Peyer for the brand’s “Spice Bosses” tribute campaign), the data reveals that Sydney and Melbourne are among the top cities in the world for Spice Girls fans, with a particularly intense rivalry between the two Aussie metropolises.

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).

🇬🇧 London (#1)

🇦🇺 Sydney (#2)
🎧 182,000 monthly listeners

🇦🇺 Melbourne (#3)
🎧 158,000 monthly listeners

- For perspective, Sydney’s Spice Girls listenership is on par with or higher than many larger global cities, reflecting perhaps Australia’s strong ’90s pop culture affinity and the Spice Girls’ dedicated fan base there.

- Melbourne, not to be outdone, contributes nearly as many listeners, firmly placing it in the top tier of Spice-loving cities worldwide.

🔝 Beyond Sydney & Melbourne…

📍 Brisbane
🎧 Over 109,000 monthly listeners
🌍 Ranks in the global top 10 on Spotify

📍 Perth
🔍 Search interest index: 60
🌐 Among top global cities for Google searches

📍 Adelaide
🔍 Search interest index: 59
🌐 Also in the top 10 globally for Spice Girls search volume

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🔥 Spice Girls popularity isn't just a big-city trend.

📈 Aussies across the country are streaming, searching, and reliving the nostalgia.

💿 From Spotify to Google – Australia shows consistent high engagement with the Spice Girls legacy.

- 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.

From sold-out 2008 reunion tour dates in Sydney to today’s streaming charts, it’s clear that Australia has a special place in its heart for the Spice Girls. Whether it’s the influence of ’90s childhood memories or a new generation discovering “Wannabe,” Australian fans are leading the Spice Girls comeback charge.

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.