In the first quarter of 2025, Vietnamese users demonstrated a keen interest in various socio-political issues, particularly administrative reform policies, according to a recent report from Cốc Cốc. The report highlights a remarkable surge in search queries related to the merger of provinces and cities, as well as efforts to streamline the state apparatus, reflecting public engagement with significant governmental decisions.
Search data revealed a staggering increase of 162% for keywords associated with "merging ministries", "reducing ministries", and "streamlining the apparatus". More notably, the phrase "merging provinces and cities" skyrocketed by 439%. This trend indicates a heightened public awareness and concern regarding the efficiency of government operations.
Traffic regulations also captured the attention of many, with searches for "late fines" jumping by 170.3% following the launch of the VNeTraffic application by the Ministry of Public Security. The new regulations under the Law on Road Traffic Order and Safety No. 36/2024/QH15 have further driven interest, showcasing a proactive approach among citizens to stay informed about legal updates.
However, the report also pointed to a growing concern over cross-border fraud, particularly related to illegal labor enticement. Searches for the term "Cambodia fraud" surged by 378%, stemming from numerous cases where victims were lured into Cambodia with promises of easy jobs and high wages, only to find themselves coerced into participating in online scams. This alarming trend underscores the urgent need for increased public awareness and tighter regulations on labor export management.
On a more positive note, Vietnamese culture continues to thrive, as evidenced by a record-breaking concert held on March 22, 2025. The event, titled "Anh trai vượt ngàn chông gai", took place in Thu Duc City and set a Guinness World Record with over 5,000 attendees dressed in traditional Vietnamese attire, such as ao dai and other ethnic costumes. This cultural celebration reflects a growing pride among the youth in preserving their heritage.
The popularity of traditional costumes is mirrored in the rising search volumes for keywords like "co phuc" (7%), "bach hoa bo hanh" (106%), and "ao tac" (37%). The song "Bac Bling" played a significant role in this cultural revival, combining young artists with established names, which resulted in a remarkable 600% increase in searches related to artists like Hoa Minzy, Xuan Hinh, and Tuan Cry.
Additionally, the performance by artist Ca Nuong Kieu Anh of "Co Doi Thuong Ngan" during the program "Chi Dep Dap Gio 2024" garnered significant attention, leading to a 49.4% increase in searches for her name. This performance sparked a trend on TikTok, where users began recreating the character of Co Doi Thuong Ngan, further highlighting the fusion of traditional culture and modern social media.
Despite these cultural advancements, the first quarter of 2025 was not without its controversies. The report noted several scandals involving false advertising and a lack of transparency in charity activities. On March 20, 2025, authorities penalized the misleading advertising for "Kera vegetable candy", which resulted in a 270% increase in searches for "Hang Du Muc" and a 27% increase for "Nguyen Thuc Thuy Tien".
Furthermore, TikToker Pham Thoai faced scrutiny over allegations of mismanagement regarding a donation fund for a child patient known as Be Bap. This controversy led to a 153% increase in searches for Pham Thoai and an astonishing 13,100% rise for "me be Bap", highlighting the public's demand for accountability in charitable endeavors.
In the realm of technology, the smartphone market saw a notable resurgence of small-screen models. The Samsung Galaxy S25 emerged as a front-runner, achieving a 271% increase in searches, surpassing competitors like Vivo X200 (75%) and Xiaomi 15 (79%). Apple maintained its stronghold with the iPhone 16 and iPhone 16e, which continued to rank among the most searched devices.
The field of artificial intelligence (AI) also captured significant attention, particularly AI chat tools. In addition to ChatGPT, competitors such as "DeepSeek" and "Grok" emerged, with search growth rates reaching an astonishing 274,686% and 9,080%, respectively. This surge reflects the increasing integration of AI technologies into daily life, as users seek innovative solutions to everyday challenges.
Moreover, the youth in Vietnam showcased their creativity through the emergence of new slang terms, such as "Joke of the Day" and "sít rịt lè khe", with searches for "Joke of the Day" increasing by 44,545%. These trends illustrate the dynamic nature of language and culture as they evolve in the digital age.
As the first quarter of 2025 unfolds, the data from Cốc Cốc paints a vivid picture of a society that is actively engaging with both its cultural roots and contemporary challenges. The blend of administrative reforms, cultural pride, technological advancements, and social awareness reflects a nation poised for growth and transformation.
