Airfix vs Tamiya:Which is more popular?
In September 2026, Tamiya had more branded searches than Airfix among model kit brands in New Zealand. Tamiya had about 720 branded searches, while Airfix had 270. Tamiya made up 57.6% of all model kit brand searches we track, and Airfix accounted for 21.6%. When we asked ChatGPT and Google AI Overviews about model kit brands, Tamiya appeared in all five answers and Airfix in four. Tamiya was mentioned before Airfix in every answer.
Who do people search for more?
Tamiya, about 3 searches for every 1 for Airfix
Who does AI mention more?
Tamiya, mentioned in every answer we collected
Who does AI recommend more?
Tamiya, named ahead of Airfix in every answer
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Top model kit brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tamiya appeared in all five answers. Airfix was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Tamiya was listed before Airfix in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Tamiya5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Airfix4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Hasegawa3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Revell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bandai3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Meng Model2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about model kit brands
5 answers
Asked ChatGPT
“Which model kit brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best model kit brands in New Zealand?”
Asked ChatGPT
“What's the best model kit brand in New Zealand for a hobby project?”
Searched Google, AI Overview
“plastic model kits nz”
Searched Google, AI Overview
“scale model kits”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Airfix or Tamiya more popular in search?
This chart shows how often people search Google for Airfix and Tamiya by name. Each line represents a brand's share of searches for all six model kit brands we track, month by month, from searches in New Zealand.
Share of searches by month for Tamiya, Airfix. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tamiya | Airfix | Hasegawa | Revell | Bandai | Meng Model |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 31.8% | 8.5% | 10.1% | 3.1% | 0.78% |
| Nov 2025 | 43.1% | 36.5% | 8% | 8.8% | 2.2% | 1.5% |
| Dec 2025 | 48.6% | 33.1% | 6.1% | 8.1% | 2% | 2% |
| Jan 2026 | 44.4% | 37% | 6.8% | 8.6% | 1.9% | 1.2% |
| Feb 2026 | 48% | 32.5% | 7.3% | 8.1% | 2.4% | 1.6% |
| Mar 2026 | 45.7% | 31% | 8.5% | 11.6% | 2.3% | 0.78% |
| Apr 2026 | 42.8% | 35.5% | 8% | 8.7% | 3.6% | 1.4% |
| May 2026 | 50.3% | 28% | 7.7% | 9.8% | 3.5% | 0.7% |
| Jun 2026 | 53.6% | 24.5% | 8.2% | 9.1% | 2.7% | 1.8% |
| Jul 2026 | 50.7% | 29.6% | 7.7% | 7% | 2.8% | 2.1% |
| Aug 2026 | 51.4% | 29.3% | 7.9% | 7.9% | 2.1% | 1.4% |
| Sep 2026 | 57.6% | 21.6% | 8.8% | 8.8% | 1.6% | 1.6% |
How has the Airfix and Tamiya comparison changed over the last 12 months?
3 findings
- Tamiya was ahead of Airfix in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Airfix’s share of searches among model kit brands in New Zealand moved from 31.8% to 21.6%, and its estimated monthly branded searches moved from 410 to 270.
- Across the 12 months ending September 2026, Tamiya’s share of searches among model kit brands in New Zealand moved from 45.7% to 57.6%, and its estimated monthly branded searches moved from 590 to 720.
How did search popularity change for New Zealand model kit brands in September 2026?
2 changes
In September 2026, Tamiya gained share of searches among model kit brands in New Zealand, from 51.4% to 57.6%.
In September 2026, Airfix lost share of searches among model kit brands in New Zealand, from 29.3% to 21.6%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Airfix’s and Tamiya’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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