Google has unveiled its much-anticipated Year in Search 2024 report, detailing the most searched trends among Vietnamese users throughout the past year. This comprehensive report, released on December 13, highlights seven key categories reflecting the interests and inquiries of the country's internet users.
Topping the charts, sports emerged as the most popular category, with major international competitions such as EURO 2024, the Asian Cup, and the upcoming Olympics capturing the attention of the Vietnamese public. The report revealed, "This showcases the great interest of Vietnamese people toward sports events," emphasizing how deeply ingrained football culture is within Vietnam.
Alongside sports, the significance of artificial intelligence tools has markedly risen, with searches for AI products witnessing substantial growth. Tools such as Gemini, Viggle, Character AI, and ChatGPT prominently featured on the list. Google noted, "Gemini, Viggle, Character AI and ChatGPT are the prominent AI tools," highlighting the increasing interest among users to explore new AI solutions.
This surge reflects the broader trend toward digitization and innovative technologies among Vietnamese users, signalling curiosity and adaptability. This growing engagement with AI tools is believed to play a transformational role within Vietnam's creative economy, supporting users with creative tasks. A parallel report by Google, Bain, and Temasek indicated significant growth within the digital economy sector, particularly around AI applications for image editing and video content creation.
Diving deep, the report underscored the increasing allure of domestic tourism among Vietnamese users with eight out of ten of the most searched destinations lying within Vietnam. Selected locations include the picturesque Vinh Hy Bay, the historical Hoi An, and the community tourism site Cồn Sơn. These locales are seen as epitomes of natural beauty, offering tranquility and escape for travelers. Reflecting on this trend, Google pointed out, "This indicates the potential growth of Vietnam's burgeoning travel industry," as domestic travel options grow increasingly appealing.
International travel also showed interest with keywords like "Malaysia travel" and "Europe travel" making the list, ranking first and sixth respectively. This demonstrates the Vietnamese's willingness to explore outside the country, seeking new experiences beyond familiar borders.
The entertainment field showcased significant trends as well, with concert searches peaking. Local productions like “Anh trai say hi” and “Anh trai vượt ngàn chông gai” captivated music lovers, illustrating the thriving music scene within the country. Google reported, "The interest reflects the blooming music market potential," indicating shifting dynamics within Vietnamese entertainment
On the cinematic front, both international and local films received attention, with Korean dramas maintaining powerful influence across Southeast Asia. The series “Queen of Tears” not only claimed the hearts of Vietnamese audiences but also ranked high across Singapore, Indonesia, and the Philippines.
Meanwhile, the rise of patience toward personal development underscored search trends for skills. The report noted notable peaks for interests like “business negotiation skills,” “management leadership skills,” and intriguingly, topics surrounding “living skills for elementary students.” This highlights the growing societal acknowledgment of the importance of holistic education for children and adults alike.
On other topics, searches related to the social impacts of climate change presented significant findings. Terms like “climate change processes” and “Typhoon Yagi” appeared frequently, indicating the populace's rising awareness toward environmental disasters, especially after destructive phenomena experienced throughout the year. An array of informational queries surrounding human experiences with disasters revealed the intent to understand and prepare for climate-related issues.
The diversity of queries showcases how resilient the social consciousness is toward addressing challenges, both eco and economic. Remarkably, searches around practical things–with queries such as “how to make candy” and “how to craft flowers from velvet wire” ranking high–illustrate the curiosity and resourcefulness ingrained within society.
Google’s findings assert not just the public’s varied interests but also signal technological, cultural, and environmental shifting paradigms across Vietnam. The report serves as both a mirror to the changing landscapes of Vietnamese society and as guidance for honing digital, cultural, and industrial strategies as the nation progresses.