As Vietnam prepares to celebrate the 50th anniversary of the South Vietnam Liberation Day and National Reunification on April 30, 2025, a remarkable surge in internet interest has emerged. The term "concert quốc gia," a creative label adopted by the youth for the parade, has become a trending keyword, reflecting a vibrant connection between the younger generation and traditional values.
According to data collected up to April 28, approximately 2.8 million searches related to this historic event were recorded within a four-week span. The search volume reached its peak on April 25, with 240,000 searches, marking a staggering 550% increase compared to the average at the beginning of the month. This spike in interest highlights not only the significance of the anniversary but also the evolving ways in which young people engage with their national heritage.
Notably, a striking 92% of searches for "concert quốc gia" originated from users aged 18 to 34. This demographic shift suggests that the younger generation is actively seeking to connect with their country's history in a more relatable and dynamic manner. Traditional terms like "diễu binh" (military parade) and "diễu hành" (march) have been reimagined through the lens of contemporary language, creating a sense of unity and pride among young Vietnamese.
On platforms like Google, searches for terms such as "Vietnamese flag," "concert quốc gia," and "parade schedule 30/4" have also seen significant increases, with some keywords rising by up to 200%. This reflects a broader cultural engagement as individuals seek to participate in the celebrations and honor their national identity.
Data from YouNet Media's SocialHeat platform indicates a sharp rise in discussions surrounding events celebrating April 30. From March 23 to April 19, the "concert quốc gia" event attracted over 270,460 users, generating 2.07 million discussions and 14.67 million interactions across social media. The discussions were predominantly held on Facebook, which accounted for 55.6% of the conversations, while TikTok contributed 34.6%.
Among these discussions, 58% involved calls for friends and family to participate in the parade, showcasing a strong spirit of solidarity and national pride. Furthermore, 51% of conversations centered on expressions of national pride, reflecting a collective sentiment that extends beyond mere celebration to a deeper appreciation of Vietnam's history and struggles for independence.
As consumers prepare for the holiday, there is also a notable interest in products that resonate with the spirit of the celebrations. According to Shopee, a leading e-commerce platform, shopping behavior has shifted in response to the upcoming holiday and the warm weather of early summer. The demand for cooling solutions has surged, with users searching for heat-resistant materials for homes and vehicles, such as insulation panels and window films.
Additionally, products that provide direct cooling, like mist sprayers and car engine coolants, have gained attention. The increase in temperatures has driven consumers to seek ways to stay comfortable, particularly as they participate in outdoor events during the holiday.
Moreover, the heightened awareness of skin protection against harmful UV rays has led to a significant rise in searches for sunscreen products, which totaled nearly 1 million searches in April alone. This marks a fourfold increase in purchases compared to March. Alongside sunscreen, fashion and accessories designed for sun protection, such as UV-resistant clothing, gloves, masks, and wide-brimmed hats, have also seen increased demand.
The month of April 2025 has witnessed numerous outdoor events, from large-scale music festivals to celebrations commemorating the 50th anniversary of the South Vietnam Liberation Day. This influx of activities has created a unique need for convenient and immediate cooling solutions, making handheld fans a hot commodity. Data indicates that users are willing to spend an average of 180,000 VND per handheld fan, with popular search terms including "mini handheld fan" and "battery-operated fan."
In addition to the focus on cooling products, the spirit of celebration surrounding the national holidays has driven consumers to seek out festive items. Shopee has reported a significant increase in searches for fashion and accessories related to the April 30 and May 1 holidays. Popular items include outfits for children participating in the celebrations, T-shirts featuring Vietnamese flags, and badges commemorating the 50th anniversary of the South Vietnam Liberation Day.
Finally, in the category of household electronics, the early summer heat has prompted users to invest in higher-value cooling appliances. Sales of air conditioners have skyrocketed, increasing 16 times compared to the previous month, reflecting the pressing demand for effective cooling solutions in many regions. The average cart value for air conditioning products hovers around 1.5 million VND, underscoring the necessity for consumers to adapt to the rising temperatures.
As Vietnam approaches this significant milestone, the intertwining of national pride and modern consumer behavior illustrates a society that is both honoring its history and embracing contemporary trends. The 50th anniversary of the South Vietnam Liberation Day is not just a moment of reflection but also a vibrant celebration of identity, community, and the future.
