Users search for the keyword "DeepSeek". Photo: Cốc Cốc . |
According to Cốc Cốc's Q1 search query data, Vietnamese users are interested in domestic political and social events, particularly information about provincial mergers and administrative streamlining.
Furthermore, traditional culture continues to be celebrated with the trend of Vietnamese traditional clothing, alongside the boom in domestic music activities. Other prominent search keywords include "dehumidifier," "tight-fitting," 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 saw outstanding growth, with search volume increasing by 3% compared to the previous quarter.
Popular events that are frequently searched for
In the first quarter, consumers were particularly interested in administrative reform policies, especially the merger of provinces and cities and the streamlining of the state apparatus.
Specifically, searches for keywords like "ministry merger," "ministry reduction," and "streamlining the administrative apparatus" increased by 162%, while the phrase "merging provinces and cities" increased by 439%.
New traffic regulations have also significantly impacted search behavior. The keyword "traffic violation notice" increased by 170% after the Ministry of Public Security's VNeTraffic application officially went live. Additionally, searches for "exchanging driver's licenses" and "driving permits" increased by 73% compared to the previous quarter.
Concerns about cross-border fraud increased in the first quarter. The keyword "Cambodia fraud" saw a 378% increase in searches.
Some trending search keywords belong to the news and events category. Photo: Cốc Cốc . |
The first quarter also witnessed a wave of nostalgia and appreciation for traditional Vietnamese clothing, especially among young people. This trend is clearly demonstrated by the sharp increase in searches for keywords such as "traditional clothing" (up 7%), "hundred flowers walking" (up 106%), and "áo tấc" (up 37%).
Other prominent trending keywords in the first quarter included "jealousy/adultery," "flu epidemic," "ban on tutoring/extra classes," "traffic law violations," "chagee bubble tea," and "kera vegetable candy."
International events also attracted much attention in the first quarter, such as "grammy/grammy 2025", "oscar/oscar 2025", "South Korean plane crash", "arrest warrant for South Korean president" or "Russia/Ukraine".
Music is getting attention.
In the first quarter, users also showed interest in folk culture in popular music. The keywords "singer Kieu Anh" and "mountain goddess" recorded increases of 49% and 118% respectively after her performance at the " Beautiful Sisters Riding the Wind 2024" program .
The song "Bac Bling" confirms the appeal of the traditional-modern fusion model, with search volume increasing by 600%, revolving around keywords such as "Hoa Minzy," "Bac Bling," "Xuan Hinh," and "Tuan Cry."
The first quarter also marked the return of second-generation K-pop groups, attracting significant attention. Keywords such as “Bigbang”, “G Dragon”, “Daesung”, and “Taeyang” saw a 32% increase in search volume, while “2NE1” also increased by 16%.
Some of the most searched domestic figures in the first quarter included "Quy Binh," "Vu Cat Tuong," and "Runner-up Phuong Nhi," while international keywords included "Kim Sae Ron," "Kim Soo Hyun," and "Chuong Nhuoc Nam."
"DeepSeek," "tight fit," "not enough wow" are popular on social media.
In the first quarter, the technology market witnessed two notable trends: AI and small-screen smartphones.
Keywords like “Samsung Galaxy S25” led search volume with a 271% increase, surpassing “Vivo X200” (75% increase) and “Xiaomi 15” (79% increase). However, “iPhone 16” and “iPhone 16e” remained the devices attracting the most searches.
Among AI tools, “DeepSeek” and “Grok” recorded growth of 274,686% and 9,080%, respectively.
The ban on TikTok in the US also attracted a large number of searches in the first quarter, with the keyword "US bans TikTok" increasing by 145%. This shows the significant interest from users in the future of TikTok in the US.
Users searched for the keyword "Have you had anything to eat yet, beautiful?". Photo: Cốc Cốc . |
On the internet, young people continue to be creative with the "joke of the day" trend, with search volume surging by 44,545%. This content involves an open-ended question accompanied by a surprising but logical answer.
Slang variations of "secret," such as "sít rịt," "sít rịt lè khe," or "bóc trúng sít rịt," recorded a 4,355% increase. These phrases originated from the blind box trend.
"Have you had anything to eat yet, beautiful?" is also one of the popular keywords at the beginning of 2025. Originally a common friendly greeting in the Mekong Delta, many people have adapted the phrase "...have you had anything yet, beautiful?" to create a new catchphrase.
According to records, other popular slang words in the first quarter included "win/lose (1-0)", "are you telling the truth, poetess", "lost to Zhuge Liang with just a fan", or "not enough wow".
Notable movies and sporting events
In the entertainment industry, Vietnamese television dramas with family themes are attracting significant attention. Leading the way is "My Father Is the One Who Stayed Behind," a remake of the Chinese version of the drama " In the Name of Family ."
In addition, "Evil Mom, Angel Dad" saw a 141% increase in search volume, while "Cleaning Mom Learns to Love" also became a hot topic of discussion on social media.
The South Korean television drama market is witnessing a shift away from chaebol themes, giving way to more relatable and humanistic stories. Notable examples include "When Life Gives You an Orange" and "Trauma Center."
Interest in eSports declined in the first quarter. (Illustration: Bloomberg ) |
The data also shows growth in two film categories: domestic commercial films and international art films.
In the domestic market, films that recorded a search increase of over 5,000% include "The Four Assassins," "The Ancestral Home," and "The Billion Dollar Kiss." Meanwhile, prominent international films include "Interstellar," "Anora," and "The Substance."
In the sports sector, keywords like “AFF Cup”, “Vietnam vs Thailand”, and “Vietnamese football” saw growth of 774%, 916%, and 474%, respectively.
Conversely, international leagues showed signs of cooling down, such as the "English Premier League" (down 2%), "Champions League," and "Bundesliga" (both down 6%). Keywords related to esports, such as "League of Legends," "LoL," and "LoL," recorded an 8% decrease.
Reduced interest in gold prices, increased attention to online public services.
Data from Cốc Cốc 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 trending searches, especially "minio green" and "limo green". Users also showed interest in several new models such as "vision 2025" (up 294%), "sh mode 2025" (up 345%), "2025 toyota camry hybrid review" (up 380%), and "vios 2025" (up 254%).
Notably, within the financial and real estate keyword group, searches for "today's gold price" decreased by 21% compared to the previous quarter, and by 44% compared to the same period last year. This could reflect greater stability in market expectations, or a shift in interest towards other investment areas.
Search volume for the keyword "gold price" from November 2023 to February 2025. Photo: Cốc Cốc . |
Next, users are interested in online public services in the context of the government's push to accelerate the key administrative procedure reform plan for 2025.
Keywords such as “apply for a passport online”, “treasury public services”, and “apply for a citizen ID card online” increased by 17%, 32%, and 34% respectively.
Furthermore, the trend of searching for online tax services has also increased sharply, with the keyword "look up personal tax identification number using citizen identification card" increasing by 51%. Searches for the keyword "personal income tax settlement" increased by 138%, while "etax" increased by 61% compared to the same period last year, reflecting a clear adaptation of people to electronic tax platforms.
In the tourism group, keywords such as "Tam Chuc Pagoda," "Huong Pagoda," and "Hoi Lim" recorded increases of 162%, 117%, and 209% respectively, while prominent keywords in the e-commerce group included "dehumidifier" (up 470%), "clothes dryer" (up 105%), and "baby three" (up 235%).
Source: https://znews.vn/sap-nhap-tinh-thanh-sit-rit-lot-top-xu-huong-tim-kiem-quy-i-post1543383.html
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