Vietnam's digital landscape in the second quarter of 2025 has been a vibrant tapestry of shifting interests, reflecting a nation deeply engaged with its evolving administrative structure, burgeoning cultural trends, emerging technologies, and pressing socio-economic issues. The latest search trends report released by Cốc Cốc Technology Co., Ltd. on July 7, 2025, offers a window into the collective consciousness of Vietnamese internet users, revealing an intricate blend of curiosity, caution, and cultural expression.
One of the most prominent topics capturing nationwide attention is the significant administrative reshuffling following the National Assembly's approval of Resolution No. 202/2025/QH15 and Conclusion 127-KL/TW. This landmark decision led to the reorganization of 34 provincial-level administrative units, a move that has sparked widespread discussion and proactive information-seeking among citizens. Searches related to "sáp nhập tỉnh thành" (provincial merger) doubled, while queries for the "bản đồ hành chính mới" (new administrative map) soared by 172%, underscoring the public's eagerness to grasp the implications of the new territorial divisions.
April 30, 2025, marked a historic milestone with the 50th anniversary of the Liberation of the South and National Reunification. The event's commemorations, often referred to as the "concert quốc gia" (national concert), resonated strongly across social media platforms, particularly among younger generations. Interest in "diễu binh/diễu hành" (parade/march) exploded by an astonishing 4,059%, illustrating a fresh, modern engagement with history that blends patriotism with contemporary cultural expression.
Adding a playful twist to this patriotic fervor, two slang terms, "khối nghỉ hè" and "khối nghỉ hưu," emerged as viral phenomena on social media. Originating from parade terminology such as "khối diễu binh" (parade block) and "khối sĩ quan" (officer block), these phrases have been creatively repurposed by Vietnam's Gen Z to humorously depict contrasting life stages. "Khối nghỉ hè" affectionately describes the lively chaos when students return home for summer break, while "khối nghỉ hưu" refers to the peaceful retirement phase of the elderly. These expressions saw a staggering 13,315% increase in search volume on the Cốc Cốc platform, reflecting the youth's penchant for linguistic innovation and cultural commentary.
However, the quarter was not without its darker concerns. Public anxiety over product safety intensified amid high-profile scandals involving counterfeit goods. Searches related to fake items, including "dầu ăn giả Ofood" (fake Ofood cooking oil), "kẹo rau củ Kera" (Kera vegetable candy), and suspicions about "lợn bệnh CP" (sick CP pigs), surged by 560%. This spike highlights a collective vigilance toward consumer protection and the quality of everyday products.
Celebrity controversies also drew significant attention, especially those tied to food advertising scandals. Names like Nguyễn Thúc Thùy Tiên, Hằng Du Mục, and Quang Linh featured prominently in search queries, as users sought insight into the legal and ethical dimensions of these incidents and how public figures managed their reputations amid crisis.
Natural disasters remained a pressing concern, with search interest in "bão Wutip" (Typhoon Wutip) and "động đất Myanmar" (Myanmar earthquake) rising sharply. This trend signals an attentive and proactive public keen on monitoring regional risks and preparedness strategies.
On the technological front, the Vietnamese digital community demonstrated a marked shift toward specialized artificial intelligence (AI) tools. While general-purpose AI platforms like Grok 3 and Gemini AI maintained popularity, niche applications such as Leonardo AI, Remaker AI, Pixverse AI, and Veo3 gained traction for their capabilities in video creation, facial modification, and personalized model training. This evolution suggests users are increasingly seeking AI solutions with tangible, practical benefits beyond mere conversational functions.
The abrupt "ChatGPT sập" (ChatGPT outage) incident triggered a 133% spike in related searches, underscoring society's growing reliance on AI technologies. Concurrently, the sudden ban on Telegram in Vietnam caused an 810% surge in searches for alternative platforms, notably the domestic social network "Lotus." These patterns reveal a user base that values both technological innovation and compliance with national regulations.
Financial matters also dominated the online discourse. The implementation of Decree 117/2025/ND-CP on July 1, 2025, which mandates e-commerce platforms to withhold and remit VAT and personal income tax on behalf of sellers, sparked a 41% increase in searches for "sàn thương mại điện tử nộp thuế thay người bán" (e-commerce platforms paying tax on behalf of sellers). Additionally, keywords like "truy thu thuế" (tax arrears) and "giảm thuế GTGT" (VAT reduction) climbed by 44% and 82%, respectively. The adoption of personal identification numbers in place of tax codes saw a 77% rise, while "thuế chuyển khoản cá nhân" (personal transfer tax) experienced a remarkable 267% growth in search interest.
Further financial regulatory changes also caught public attention. Searches for "quy định chi tiêu tiền mặt dưới 5 triệu được khấu trừ thuế GTGT" (regulations on cash spending under 5 million VND eligible for VAT deduction) skyrocketed by 764%, reflecting heightened awareness among individuals and businesses about compliance and transparency in fiscal matters.
In the realm of entertainment, Vietnamese audiences are gravitating toward content with more depth and substance. Television series such as "Weak Hero Class 2," "Khom lưng," "Lâm Giang Tiên," and the reality show "Gia đình Haha" saw significant growth in search volume. Similarly, Vietnamese films like "Thám tử Kiên," "Địa đạo," and "Lật mặt 8" attracted considerable attention, praised for their thematic ties to history, psychology, and family values.
Sports enthusiasts in Vietnam showed keen interest in rising young international athletes, including Lamine Yamal, Carlos Alcaraz, Florian Wirtz, and An Se Young, highlighting a global outlook and appreciation for emerging talent. Meanwhile, the South Korean traveler known as "Potato Turtle," famed for her solo journeys in India, became an emblem of adventurous and independent living, inspiring many in the Vietnamese digital community.
All these diverse strands—administrative reforms, cultural celebrations, slang innovations, food safety concerns, celebrity scandals, disaster vigilance, technological adoption, fiscal policy updates, and entertainment preferences—paint a picture of a dynamic society navigating change with curiosity and critical engagement. The Q2/2025 search trend report from Cốc Cốc not only chronicles what Vietnamese users are looking for but also reflects broader societal shifts, capturing the pulse of a nation in transition.
