Intrinsic Diophantine approximation on fractals, such as the Cantor ternary set, was undoubtedly motivated by questions asked by K. Mahler (1984). One of the main goals of this paper is to develop and utilize the theory of infinite de Bruijn sequences in order to answer closely related questions. In particular, we prove that the set of infinite de Bruijn sequences in k ≥ 2 letters, thought of as a set of real numbers via a decimal expansion, has positive Hausdorff dimension. For a given k, these sequences bear a strong connection to Diophantine approximation on certain fractals. In particular, the optimality of an intrinsic Dirichlet function on these fractals with respect to the height function defined by symbolic representations of rationals follows from these results.2010 Mathematics Subject Classification. Primary 11J04, 11J83, Secondary 05C45.