Google recently unveiled the top search trends among Vietnamese users for 2024, featuring insights compiled from the annual Google Year in Search report. This year’s list highlights seven standout themes: overall search trends, AI tools, films, travel, concerts, skills, and various DIY searches. Notably, the report emphasizes the significant interest in sports events, reflecting the Vietnamese audience's enthusiasm.
The immense focus on sports can be attributed to major international competitions held this year, including the Euro, Asian Cup, Olympics, Copa America, and Paralympics, which dominated the "Notable Top Search Trends" category. This indicates the deep-rooted passion for sports among the Vietnamese population. The search terms like "climate change progress" and "Typhoon Yagi" also made the lists, underscoring the public's concern about environmental disasters and climate issues, particularly after the recent devastations caused by natural disasters.
Alongside sports, the interest surrounding AI tools has diversified significantly. The report outlines how last year, ChatGPT was the only AI tool widely recognized, but 2024 saw the emergence of other contenders such as Gemini (formerly Bard), Viggle, and Character AI. This diversification of AI tools indicates users' willingness to explore various options beyond just one application. Users expressed heightened curiosity for AI tools capable of generating videos and 3D content, like Viggle and PixVerse, reflecting broader trends toward innovative technological solutions.
When it came to the entertainment sector, 2024 showcased two predominant search trends: concerts and international films. For films, South Korean productions like "Cô Đi Mà Lấy Chồng Tôi," "Queen of Tears," and "Love Next Door" captured the attention of many Vietnamese users. Interestingly, local films saw less popularity compared to international titles, though "Mai" ranked second and "Quỷ Cẩu" secured the sixth spot among Vietnamese cinematic searches. This reveals users' shifting interests toward global entertainment offerings.
The concert search category emerged prominently with three local concerts topping the chart—“Anh Trai Say Hi,” “Anh Trai Vượt Ngàn Chông Gai,” and “Vũ.” This surge of interest highlights the vibrant and rapidly growing music scene within Vietnam, which is also keeping pace with global stars like Taylor Swift. Fans are excited about upcoming concerts, especially following the announcement from the popular K-pop group 2NE1 about their reunion tour planned for Vietnam.
Turning to travel, the report indicates domestic destinations dominated search queries, with locations such as Vĩnh Hy Bay, Hội An ancient town, and Cồn Sơn community tourism village receiving considerable interest. More than half of the top ten travel searches concerned local attractions, signaling a growing preference for experiential-based travel closer to nature. For international travel, the most sought-after destination among Vietnamese users is Malaysia, followed closely by queries related to Europe.
The DIY aspect of search trends revealed interesting data too. The terms “how to make chip chip candy,” “how to create flower designs with iron wires,” and “how to achieve glowing skin” topped the search lists, demonstrating the population's desire for practical DIY skills. Terms relating to the registration processes for national ID cards for children also ranked high, particularly due to the upcoming changes allowing children aged six to fourteen to apply starting July 1, 2024. This reflects both practical needs and the government's outreach efforts to increase awareness on civil registration.
New this year is the category of "skills," with searches for soft skills like “business negotiation skills” and “management leadership skills” significantly rising. The prominence of “life skills for primary school students” as the second most searched term highlights society's growing recognition of the importance of comprehensive education for children.
According to Đinh Hằng, a seasoned travel blogger, the focus on “Malaysian travel” at the top caught her by surprise but seemed logical when considering Malaysia's investment efforts to attract Vietnamese tourists, including direct flight routes and enticing travel packages. She noted, “Vietnam has historically been targeted by Malaysia’s tourism campaigns, making it easier and more appealing for locals to travel there.”
The report also highlighted various enduring search trends over the past year, indicating how Vietnamese users' curiosity is continuously shifting toward technology, environmental awareness, and self-improvement. By synthesizing billions of searches from within the year, Google was able to list top search queries reflecting the changing interests and concerns of the population. The dramatic increase by 3675% for terms related to the U.S. elections and significant rises around natural disasters like Typhoon Yagi exemplify this year’s pressing topics on the public's mind.
Google’s annual Year in Search serves not only as a trend report but as a mirror reflecting the interests and societal priorities throughout the year. Just as Nguyen Phu Trong’s passing garnered immense searches reflecting public grief, the metrics provide insightful data on where society's attention lies at any moment.
Overall, 2024 proved to be pivotal for Vietnam, as citizens navigated dynamic trends across various sectors, highlighting their engagement with both local and global narratives. Understanding these search behaviors can help businesses, educators, and policy-makers tailor their strategies to meet the expectations and needs of the Vietnamese populace moving forward.
