People pay special attention to administrative reform policies.
In the first quarter of 2025, people paid special attention to administrative reform policies, especially the merger of provinces and cities and the streamlining of the state apparatus. Search data recorded a 162% increase in keywords related to “merging ministries”, “reducing ministries”, “streamlining the apparatus”, while “merging provinces and cities” skyrocketed by 439%. This reflects people’s deep interest in major state decisions.
In addition, traffic is also a hot topic with the number of searches for “cold fines” increasing by 170.3% after the Ministry of Public Security ’s VNeTraffic application officially came into operation. At the same time, the level of interest in new regulations in the Law on Road Traffic Order and Safety No. 36/2024/QH15 also increased sharply, demonstrating people’s initiative in updating legal information.
Search volume on Coc Coc focuses on important political and social events. Illustrative photo
Increased vigilance against cross-border fraud
Concerns about cross-border fraud continued to rise in the first quarter of the year. Searches for the keyword “Cambodia fraud” increased by 378%, stemming from a series of cases involving illegal labor. Many victims were tricked into going to Cambodia with promises of easy work and high salaries, but were instead forced to participate in online fraud activities.
This reality raises an urgent need to raise public awareness and tighten management of overseas workers. People need to be especially vigilant against attractive invitations from abroad to avoid becoming victims of scams.
The wave of honoring Vietnamese traditional costumes is exploding.
The first quarter of 2025 witnessed a strong spread of the wave of honoring Vietnamese traditional costumes. The event “Vietnamese Tet - Street Tet 2025” in Hanoi attracted more than 400 young people parading in traditional costumes, while Ho Chi Minh City made its mark with the 5th “Bach Hoa Walking” on March 8.
In particular, the concert “Anh trai vu ngan cong gai” on March 22, 2025 in Thu Duc City set a Guinness World Record with more than 5,000 audiences wearing ao dai, ao ngu than, ao tu than and national costumes. This trend is also clearly reflected in the sharp increase in searches, affirming the pride of young people in preserving national cultural identity.
The song “Bac Bling” made a strong impression when combining young artists with veteran names, creating a special attraction. The number of searches related to “Hoa Minzy”, “Bac Bling”, “Xuan Hinh” and “Tuan Cry” increased by 600%.
In addition, artist Ca Nuong Kieu Anh also attracted attention after her performance of "Co Doi Thuong Ngan" at the program "Chi Dep Dap Gio 2024". This performance not only increased the number of searches for "ca nuong Kieu Anh" by 49.4% but also started a trend of recreating the image of Co Doi Thuong Ngan on Tiktok.
The first quarter of 2025 witnessed many scandals related to false advertising and lack of transparency in charity activities. On March 20, 2025, the authorities punished the act of false advertising for the product "Kera vegetable candy", causing the number of searches for "Hang Du Muc" to increase by 270% and "Nguyen Thuc Thuy Tien" to increase by 27%.
Meanwhile, Tiktoker Pham Thoai faced suspicions of lack of transparency in managing the donation fund for the sick child Bap, causing searches for "Pham Thoai" to increase by 153% and "bap's mother" to increase by 13,100%.
Most popular search trends.
Technology: AI and small-screen smartphones shake up the market
The smartphone market in Q1-2025 recorded a strong return of small-screen phone models. However, Apple still maintained its position with the iPhone 16 and iPhone 16e continuing to be in the group with the highest search volume.
The field of artificial intelligence continues to attract attention, especially AI chat tools. Besides ChatGPT, “DeepSeek” and “Grok” emerged as two formidable competitors with search growth of 274,686% and 9,080% respectively.
Young Vietnamese continue to create language with a series of slang words such as “Joke of the Day”, “what are you eating, beautiful girl” and “sít rít lè khe”. Notably, the number of searches for “Joke of the Day” increased by 44,545%, reflecting the trend of quizzes on social networks.
The slang term “sít rít” (a variation of “secret”) exploded, with searches increasing by 4,355%. The phrase “bốc đánh sít rít” describes the luck of buying a mystery box, while “sít rít lè khe” describes unexpected, unlucky situations.
Entertainment: Vietnamese family movies boom, Korean TV dramas change trends
Vietnamese TV series about family have attracted great attention, in which “My Father, the One Who Stays” has attracted attention as it is a Vietnamese version of “In the Name of the Family”. The film explores the story of family love, creating strong sympathy with the audience.
Meanwhile, the Korean TV drama market has seen a shift away from the tycoon theme, giving way to more intimate and humane stories. A typical example is “When Life Gives You a Tangerine,” a drama depicting love and family on Jeju Island, winning over audiences with its authenticity and depth.
The remaining five topics covered in the Report include: Sports; vehicles; finance and real estate; travel; e-commerce.
The Q1-2025 Search Trends Report is based on queries obtained on the Coc Coc search engine and web browsing data on the Coc Coc browser by device. All information in this report is anonymous and does not affect user information security.
Source: https://baolangson.vn/xu-huong-tim-kiem-quy-i-2025-cai-cach-hanh-chinh-thu-hut-su-quan-tam-dac-biet-5043193.html
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