'Province-city merger', 'tightening' top search trends

In early 2025, Vietnamese users are interested in prominent political and social events in the country, in addition to cultural topics and Internet slang trends.

Users search for the keyword "DeepSeek". Photo: Coc Coc .

According to Coc Coc's first quarter search query data, Vietnamese users are interested in domestic political and social events, notably information about provincial mergers and administrative streamlining.

In addition, traditional culture continues to be honored with the trend of Vietnamese traditional costumes, alongside the explosion of domestic music activities. Some other prominent search keywords include “dehumidifier”, “tight” and “when life gives you tangerines”.

Entertainment remained the most popular search topic in the first quarter, followed by technology, sports , e-commerce and travel. Of these, the sports sector recorded remarkable growth, with searches increasing by 3% compared to the previous quarter.

Popular Searched Events

In the first quarter, users were particularly interested in administrative reform policies, especially merging provinces and cities and streamlining the state apparatus.

Specifically, the number of searches for the keywords "merging ministries", "reducing ministries", "streamlining the apparatus" increased by 162%, while the phrase "merging provinces and cities" increased by 439%.

New traffic regulations also have a strong impact on search behavior. The keyword “cold fine” increased by 170% after the Ministry of Public Security’s VNeTraffic application officially launched. In addition, searches for “driver’s license exchange” and “driver’s license” increased by 73% compared to the previous quarter.

Concerns about cross-border fraud increased in the first quarter. The keyword “Cambodia fraud” recorded a 378% increase in searches.

Some popular search keywords belong to the news and events group. Photo: Coc Coc .

The first quarter also witnessed a wave of nostalgia and appreciation for Vietnamese traditional costumes, especially among young people. This trend is clearly shown through the sharp increase in searches for the keywords “traditional costumes” (up 7%), “hundred flowers walking” (up 106%) and “ao tac” (up 37%).

Some other prominent keywords in the first quarter include "jealousy/adultery", "flu epidemic", "ban on extra teaching/extra classes", "traffic violations", "chagee milk tea" or "kera vegetable candy".

International events also attracted a lot of attention in the first quarter, such as “grammy/grammy 2025”, “oscar/oscar 2025”, “Korean plane crash”, “arrest warrant for Korean president” or “Russia/Ukraine”.

Music in focus

In the first quarter, users were also interested in folk culture in popular music. The keywords “ca nuong Kieu Anh” and “co doi thuong ngan” recorded increases of 49% and 118% respectively after their performances on the program Chi dep dap gio 2024 .

The song Bac Bling affirms the appeal of the traditional - modern crossover model when the number of searches increased by 600%, revolving around the keywords "Hoa Minzy", "Bac Bling", "Xuan Hinh" or "Tuan Cry".

The first quarter also marked the return of second-generation K-pop groups, attracting great interest. Keywords such as “Bigbang”, “G Dragon”, “Daesung” and “Taeyang” increased by 32%, while “2NE1” also increased by 16% in search volume.

Some domestic figures that were searched a lot in the first quarter also included "Quy Binh", "Vu Cat Tuong" or "Runner-up Phuong Nhi", while international keywords included "Kim Sae Ron", "Kim Soo Hyun" or "Chuong Nhuoc Nam".

"DeepSeek", "tight", "not wow enough" are popular on social networks

In the first quarter, the technology market witnessed two notable trends, including AI and small-screen smartphones.

Keywords like “Samsung Galaxy S25” led the search volume with a 271% increase, surpassing “Vivo X200” (up 75%) and “Xiaomi 15” (up 79%). However, “iPhone 16” and “iPhone 16e” still attracted high search volume.

In AI tools, “DeepSeek” and “Grok” recorded growth of 274,686% and 9,080% respectively.

TikTok’s ban in the US also attracted a large number of searches in the first quarter, with the keyword “US ban TikTok” increasing by 145%. This shows great interest from users in TikTok’s future in the US.

Users search for the keyword "what have you eaten, beautiful lady?" Photo: Coc Coc .

On the Internet, young people continue to be creative with the “joke of the day” trend, with a sudden increase of 44,545% in searches. This content is related to an open-ended question, accompanied by a surprising but reasonable answer.

Slang variations of secret such as “sít rít”, “sít rít lè khe” or “bốc đánh sít rít” recorded a 4,355% increase. These phrases stem from the blind box trend.

“What have you eaten yet, beautiful lady?” is also one of the popular keywords in early 2025. Originally a popular greeting in the West, many people have also changed the formula “…what have you eaten yet, beautiful lady?” to create a new catchphrase.

According to records, other popular slangs in the first quarter included "win life/lose life (1-0)", "are you serious, poetess", "lost to Zhuge Liang with just a fan" or "not wow enough".

Featured movies, sports tournaments

In the entertainment industry, Vietnamese family-themed TV series have attracted great interest. Leading the way is “My Father, the One Who Stays,” a remake of the Chinese version of the series In the Name of the Family .

In addition, “Devil Mother, Angel Father” increased 141% in searches, while “Cleaning Mother Learns to Love” also became a hot topic of discussion on social networks.

The Korean drama market has seen a shift away from the chaebol theme, giving way to more intimate, humane stories. Typical examples include “When Life Gives You a Tangerine” and “Trauma Care Center.”

Interest in eSports fell in the first quarter. Illustration photo: Bloomberg .

The data also recorded growth in two film streams: domestic commercial cinema and international academic films.

In the domestic market, films that recorded a search increase of over 5,000% include “The Four Guardians”, “The Ancestors” and “The Billionaire Kiss”. Meanwhile, notable international films include “Interstellar”, “Anora” and “The Substance”.

In the sports sector, the keywords “AFF Cup”, “Vietnam vs Thailand” and “Vietnamese football” grew by 774%, 916% and 474% respectively.

On the contrary, international tournaments showed signs of cooling down such as “Premier League” (down 2%), “Champions League” or “Bundesliga” (both down 6%). Keywords related to electronic sports (eSports) such as “League of Legends”, “lol” or “lmht” recorded a decrease of 8%.

Reduce gold price search, focus on online public services

Data from Coc Coc also aggregates search trends for four other topics, including vehicles, finance & real estate, travel, and e-commerce.

In early 2025, keywords related to VinFast's Green electric car line became search trends, especially "minio green" and "limo green". Users were also interested in some new car lines such as "vision 2025" (up 294%), "sh mode 2025" (up 345%), "2025 toyota camry hybrid review" (up 380%) and "vios ​​2025" (up 254%).

Notably, in the finance and real estate keyword group, the number of searches for “gold price today” decreased by 21% compared to the previous quarter, and by 44% compared to the same period last year. This may reflect more stable market expectations, or a shift of interest to other investment areas.

Search volume for the keyword "gold price" from November 2023 to February 2025. Photo: Coc Coc .

Next, users are interested in online public services in the context of the government promoting the Key Administrative Procedure Reform Plan 2025.

The keywords "making passport online", "treasury public services" or "making citizen ID online" increased by 17%, 32% and 34% respectively.

In addition, the trend of searching for online tax services also increased sharply, with the keyword "look up personal tax code by ID card" increasing by 51%. The number of searches for the keyword "personal income tax settlement" increased by 138%, while "etax" increased by 61% compared to the same period last year, reflecting the clear adaptation of people to electronic tax platforms.

In the tourism group, keywords such as “Tam Chuc Pagoda”, “Huong Pagoda” and “Lim Festival” recorded increases of 162%, 117% and 209% respectively, while prominent keywords in the e-commerce group included “dehumidifier” (up 470%), “clothes dryer” (up 105%), “baby three” (up 235%).

Source: https://znews.vn/sap-nhap-tinh-thanh-sit-rit-lot-top-xu-huong-tim-kiem-quy-i-post1543383.html