In April 2025, Vietnam witnessed a remarkable surge in online interest surrounding the 50th anniversary of the Reunification Day, celebrated on April 30. According to data from the search engine Coc Coc, there were over 2.8 million searches related to this historic event within a span of just four weeks. This unprecedented wave of searches peaked on April 25, when the volume reached 240,000—an astonishing 550% increase compared to the beginning of the month.
The topics that captured the public's imagination ranged from official activities like parades and military displays to sacred symbols such as the red flag with a yellow star. Notably, the term "national concert" emerged as a trendy phrase among the youth, reflecting their creative way of referring to the traditional parade. This terminology highlights a generational shift in how younger Vietnamese engage with their cultural heritage.
According to Coc Coc, the searches included a diverse array of subjects, including the national flag, the national anthem, and traditional songs. Keywords like "National Anthem," "Liberation of the South," "Tiến về Sài Gòn," and "Mùa xuân trên TP.HCM" consistently ranked among the most searched terms throughout April. The surge in searches for these terms indicates a deep-rooted national pride and a collective desire to connect with the country’s historical milestones.
Furthermore, Google data corroborated these findings, revealing that in the week leading up to the anniversary, keywords such as "Vietnamese flag," "national concert," and "parade schedule 30/4" dominated trending lists, with search levels increasing by 200%. The imagery associated with the event—such as tanks crashing through the Independence Palace—also saw a significant uptick in interest, showcasing the public's eagerness to revisit pivotal moments in Vietnam's history.
Social media discussions surrounding the anniversary also experienced a notable increase. Data from YouNet Media's SocialHeat platform indicated a surge in news and video content related to the celebrations from March 23 to April 19, 2025. The parade commemorating the 50th anniversary attracted over 270,460 participants in discussions, generating 2.07 million comments and an impressive 14.67 million interactions across various platforms.
These discussions were predominantly held on social media, with Facebook and TikTok accounting for a significant share—55.6% of discussions on Facebook and 37.46% on TikTok. Notably, 58% of social media discussions were calls for friends and family to participate in the parade, while 51% expressed national pride, indicating that the event was more than just a commemoration; it was a celebration of love for the country and a tribute to its history of struggle for independence and freedom.
The enthusiasm surrounding the anniversary also sparked considerable interest in merchandise related to the celebrations. As part of the festivities, many Vietnamese consumers sought out products that showcased their national pride, including T-shirts emblazoned with the national flag, maps, and accessories featuring patriotic designs. Data from YouNet ECI's EcomHeat platform revealed that 38 top-selling stalls on TikTok Shop sold over 161,000 fashion and accessory items during the April 30 holiday, generating revenue of 13.7 billion VND.
Mai Thi Thanh Oanh, Deputy General Director of Coc Coc, remarked on the phenomenon, stating, "Witnessing millions of searches on the Make in Vietnam search platform related to the 50th anniversary of the Liberation of the South and national reunification, we profoundly feel the national pride being ignited through each keyword and click. We are truly happy to accompany the Vietnamese people on their journey to learn, preserve, and spread the sacred historical and cultural values of the nation."
This celebration of national pride is not only evident in the online searches and social media discussions but also in the way younger generations are choosing to engage with their history. The term "national concert"—coined by the youth—reflects their desire to connect with traditional values in a more relatable and vibrant manner. This generational shift is crucial in ensuring that the rich history of Vietnam continues to resonate with future generations.
As Vietnam commemorates this significant milestone, the collective enthusiasm and pride displayed by its citizens serve as a testament to the enduring spirit of a nation that has overcome adversity. The 50th anniversary of the Reunification Day is not just a date on the calendar; it is a powerful reminder of the sacrifices made for freedom and unity, and it continues to inspire pride and patriotism among the Vietnamese people.
