Cốc Cốc, a popular search engine in Vietnam, recently released its "Q1/2025 Search Trend Report," revealing a colorful picture of Vietnamese users' interests during the first three months of the year. The report highlights a record surge in searches related to significant political and social events, while traditional culture remains firmly established. Additionally, users have shown excitement for unique language trends and actively sought solutions for everyday issues.
One of the standout themes in the report is the public's keen interest in administrative reform policies. Searches for keywords related to "merging ministries," "reducing ministries," and "streamlining apparatus" saw a remarkable increase of 162%. Even more striking was the 439% surge in searches for "merging provinces and cities." This trend reflects a deep public interest in major government decisions. Furthermore, traffic-related topics gained traction, with searches for "fine for traffic violations" rising by 170.3% after the Ministry of Public Security launched the VNeTraffic application. Interest in new regulations under Law No. 36/2024/QH15 on Road Traffic Order and Safety also saw a significant uptick, indicating the public's proactive approach to staying informed about legal matters.
Concerns over cross-border scams have also intensified, with searches for "Cambodia scams" skyrocketing by 378%. This surge stems from numerous cases involving the lure of illegal labor, where victims were promised easy jobs with high pay but instead coerced into participating in online scams. This alarming reality underscores the urgent need for heightened community awareness and stricter regulations on outbound labor management. Citizens are advised to be particularly cautious of enticing offers from abroad to avoid falling victim to these scams.
The first quarter of 2025 witnessed a vibrant wave of appreciation for traditional Vietnamese attire. The "Tet Viet - Tet Pho 2025" event in Hanoi attracted over 400 young people parading in traditional costumes, while Ho Chi Minh City made its mark with the fifth edition of "Bach Hoa Bo Hanh" on March 8. Notably, the concert "Anh Trai Vuot Ngan Chong Gai" on March 22, 2025, in Thu Duc City set a Guinness World Record with over 5,000 attendees dressed in ao dai, ao ngu than, ao tu than, and other national costumes. This trend is further reflected in the notable increases in searches for keywords such as "co phuc" (up 7%), "bach hoa bo hanh" (up 106%), and "ao tac" (up 37%), showcasing the youth's pride in preserving their cultural identity.
In the realm of entertainment, the song "Bac Bling" made a significant impact by featuring young artists alongside established names, generating a unique appeal. Searches related to "Hoa Minzy," "Bac Bling," "Xuan Hinh," and "Tuan Cry" surged by an impressive 600%. Moreover, artist Ca Nuong Kieu Anh attracted attention following her performance of "Co Doi Thuong Ngan" on the show "Chi Dep Dap Gio 2024," leading to a 49.4% increase in searches for "ca nuong Kieu Anh" and sparking a trend of recreating the character on TikTok.
The first quarter also saw numerous scandals related to false advertising and a lack of transparency in charitable activities. On March 20, 2025, authorities penalized false advertising for the product "Kera vegetable candy," resulting in a 270% increase in searches for "Hang Du Muc" and a 27% increase for "Nguyen Thuc Thuy Tien." Additionally, TikToker Pham Thoai faced scrutiny over transparency issues regarding the management of a donation fund for baby Bap, causing searches for "Pham Thoai" to rise by 153% and "me be Bap" to soar by 13,100%.
In the smartphone market, the first quarter of 2025 marked a strong comeback for small-screen models. The "Samsung Galaxy S25" led the pack with a 271% increase in searches, surpassing "Vivo X200" (up 75%) and "Xiaomi 15" (up 79%). However, Apple maintained its stronghold with the iPhone 16 and iPhone 16e continuing to rank among the highest in search volume.
The field of artificial intelligence (AI) saw explosive growth, particularly in AI chat tools. In addition to ChatGPT, "DeepSeek" and "Grok" emerged as formidable competitors, boasting search growth rates of 274,686% and 9,080%, respectively. This surge reflects the increasing interest in AI technologies and their applications.
On the social media front, Vietnamese youth continued to innovate language with a slew of new slang terms, including "Joke of the Day" and "cóm nước gì chưa người đẹp?" The keyword "Joke of the Day" saw a staggering increase of 44,545%, reflecting the trend of online humor. The slang term "sit rit" (a variant of "secret") also gained traction, with searches rising by 4,355%. The phrase "boc trung sit rit" describes the luck of purchasing a mystery box, while "sit rit le khe" captures unexpected misfortunes.
Vietnamese family dramas gained significant popularity, with the series "Cha Toi Nguoi O Lai" drawing attention as a Vietnamese adaptation of "Laying the Groundwork for Family." The show explores familial bonds, resonating strongly with audiences. Meanwhile, the Korean drama market shifted away from themes of wealth, instead focusing on everyday stories with a human touch. Notable examples include "Khi Cuoc Doi Cho Ban Qua Quyt," which depicts love and family life on Jeju Island, captivating viewers with its authenticity and depth.
The "Q1/2025 Search Trend Report" is based on queries collected from the Coc Coc search engine and web browsing data from the Coc Coc browser across devices. All information in this report is anonymized, ensuring user safety and privacy. With these insightful statistics, Coc Coc's report accurately reflects the issues, events, and shifts in various fields and in the thoughts and behaviors of Vietnamese users online.
