Vietnamese internet users have been buzzing over a fascinating blend of administrative reforms, cultural phenomena, and entertainment trends in the second quarter of 2025, as revealed by the latest search trend report from the Cốc Cốc browser on July 7. The report highlights a remarkable surge in interest surrounding the government’s recent restructuring of provincial boundaries, alongside an unexpected linguistic trend sweeping social media platforms, and a growing appetite for deeper, more meaningful entertainment content.
At the heart of public attention lies the significant rearrangement of Vietnam’s provincial-level administrative units. Following the National Assembly’s passage of Resolution No. 202/2025/QH15 and Conclusion 127-KL/TW, 34 provincial units underwent mergers and boundary changes. This move sparked widespread curiosity and discussion nationwide, reflected in a 100% increase in searches for “province merger” and an even more striking 172% surge in queries for the “new administrative map.” These figures underscore how actively Vietnamese citizens are engaging with and updating themselves on the evolving political geography of their country.
But it’s not only administrative matters capturing the public’s imagination. The 50th anniversary of the Southern Liberation and National Reunification, commemorated on April 30, 2025, ignited a fresh wave of cultural expression, particularly among Generation Z. The event, marked by a grand military parade, was reinterpreted by young internet users through a playful linguistic twist dubbed the “national concert.” This modern, relatable rebranding propelled searches related to “parade” and “military march” to skyrocket by an astonishing 4,059%, signaling a new, vibrant way for youth to connect with historical milestones.
Out of this parade emerged a quirky yet captivating language trend: the creation and viral spread of slang phrases “summer break block” ("khối nghỉ hè") and “retirement block” ("khối nghỉ hưu"). These terms, which exploded in popularity with a jaw-dropping 13,315% increase in searches, originated from the parade’s use of the word “block” to describe groups such as “parade blocks” and “officer blocks.” Gen Z creatively repurposed “block” to describe everyday social groups, turning it into a humorous cultural meme.
“Summer break block” affectionately refers to the lively influx of students returning home for their summer vacation, bringing a joyful chaos to their grandparents’ houses. In contrast, “retirement block” humorously captures the serene group of older adults enjoying peaceful retirement after decades of work. This juxtaposition not only highlights generational differences but also provides a playful lens through which young people view family dynamics and social life. These phrases quickly became symbolic of Gen Z’s inventive spirit and their knack for transforming serious or formal concepts into engaging, relatable internet culture.
Meanwhile, entertainment preferences among Vietnamese audiences are shifting toward content with greater depth and emotional resonance. Television series such as “Weak Hero Class 2,” “Khom lưng,” and the reality show “Gia đình Haha” have witnessed significant spikes in search interest, reflecting viewers’ desire for narratives that explore psychological complexity, family relationships, and social themes.
Vietnamese cinema is also enjoying renewed attention. Films like “Thám tử Kiên,” “Địa đạo,” and “Lật mặt 8” have drawn audiences with their compelling blends of historical context, psychological intrigue, and strong family values. This trend suggests a growing public appetite for stories that are not only entertaining but also culturally and emotionally meaningful.
Beyond culture and entertainment, the report reveals that Vietnamese internet users are increasingly vigilant about issues affecting their daily lives. Concerns over counterfeit products surged, with keywords related to fake goods such as “Ofood fake cooking oil,” “Kera vegetable candy,” and “CP sick pig” rising by 560%. This reflects widespread anxiety about food safety and product authenticity, prompting users to seek information and updates actively.
Natural disaster awareness remains high as well. Searches for “Typhoon Wutip” and “Myanmar earthquake” spiked sharply, indicating that citizens are keenly monitoring environmental risks both domestically and in the region to better prepare and respond.
The digital landscape in Vietnam is also evolving rapidly. Specialized artificial intelligence tools like Leonardo AI, Remaker AI, Pixverse AI, and Veo3 have gained popularity for their advanced capabilities in video creation, face modification, and personalized model training. This marks a shift toward more practical AI applications beyond simple conversational agents, as users look for tools that enhance creativity and productivity.
Meanwhile, the temporary outage of ChatGPT caused its search volume to jump 133%, highlighting the growing reliance on AI technologies in everyday life. Additionally, the sudden ban of Telegram in Vietnam led to an 810% surge in searches for alternative platforms, with domestic social networks like Lotus gaining traction as trusted and legally compliant options.
Financial literacy and awareness are also on the rise. Searches related to tax policies and regulations showed notable increases: “tax arrears” rose 44%, “VAT reduction” 82%, “using personal identification number instead of tax code” 77%, and “personal bank transfer tax” an impressive 267%. The recent enforcement of Decree 117/2025/ND-CP, which mandates e-commerce platforms to deduct and remit VAT and personal income taxes on behalf of sellers, sparked a 41% increase in searches for “e-commerce platforms pay tax on behalf of sellers.”
Additionally, queries about new cash spending rules, particularly the regulation allowing VAT deductions for cash expenditures under 5 million VND, surged 764%. These trends indicate that both individuals and businesses are actively seeking to understand and comply with evolving fiscal policies, signaling a heightened awareness of legal and financial responsibilities.
All these insights stem from data gathered through Cốc Cốc’s search engine and browser, ensuring anonymity and user privacy. The comprehensive report paints a vivid picture of a digitally engaged Vietnamese population, eager to stay informed about governance changes, cultural shifts, entertainment, technology, and financial matters.
In sum, the second quarter of 2025 in Vietnam has been marked by a dynamic interplay of administrative reform, cultural innovation, and evolving public interests. From the serious business of provincial mergers to the lighthearted linguistic creativity of Gen Z, from deepening entertainment tastes to vigilant consumer behavior, the digital footprints captured by Cốc Cốc reveal a society in vibrant transition, embracing both its heritage and the possibilities of the future.
