On July 7, the browser dedicated to Vietnamese people Coc Coc revealed notable highlights of the search trend in the second quarter of 2025. In which, merging provinces and cities is a theme throughout the quarter.
Outstanding topics
From April to the end of June 2025, the number of searches related to "provincial and municipal mergers" increased by 100%, while the "new administrative map" increased by 172%, showing that people proactively updated information and looked up new administrative boundaries according to regulations.
In addition, the 50th Anniversary of the Liberation of the South and National Reunification (April 30, 2025) not only attracted widespread attention but was also "Gen Zized" with the phrase "national concert", spreading strongly on social networks. The number of searches related to "parades/parades" skyrocketed by 4,059%, reflecting a new - modern, approach that is close and iconic to young people.
Another notable highlight related to the trend of searching on the Internet is that Vietnamese users are highly vigilant against counterfeit goods and natural disasters.
Incidents such as "fake Ofood oil", " ageplant defecation", or the suspicion of "pork disease" caused the number of searches for keywords related to counterfeit goods (such as fake medicine, fake milk, ageplant candy, cigarette butts) to increase sharply by 560%, reflecting general concerns about product quality.
The keywords "Wutip storm" and "M Myanmar earthquake" also exploded, showing that users proactively monitor natural disaster risks both domestically and internationally to have precautions.
Celebrities and advertising responsibility become the focus
The second quarter of 2025 witnessed a series of keywords related to food advertising scandals such as "khossu vegetable Kera" increasing sharply: "Nguyen Thuc Thuy Tien", "Hang Du Cach", "Quang Linh" being in the top search. Users are particularly interested in legal responsibility, ethics, and how celebrities handle image crises.
In addition to international sporting events, a series of names such as Lamine Yamal, Alcaraz, Florian Writz or An Se Young show that the breakthrough of the young generation of athletes has received great attention from Vietnamese users. In particular, the character " Potato Turtle" - a Korean girl traveling alone in India, has become a new symbol inspiring an exploratory and free lifestyle.
Changes in the technology sector
For the technology sector, if Grok 3 and Gemini AI continue to maintain coverage, specialized tools such as Leonardo AI, Remaker AI, Pixverse AI and Veo3 will start to attract the attention of Vietnamese users thanks to their ability to create videos, change faces and train personalized models. This shows that users are expecting more from practical AI rather than just dialogue.
The ChatGPT crash incident increased the keyword to 133%, reflecting the growing dependence on AI in digital life. At the same time, the keyword "Telegram banned in Vietnam" increased dramatically by 810%, leading to a wave of searches for alternative platforms such as the domestic social network "Lotus".
Data shows that users are not only looking for alternatives, but also prioritizing a platform that is trustworthy and complies with domestic laws.
