Vietnamese online behavior becomes more selective, purpose-driven in 2025: report

The report shows that technology, entertainment and education remained the top three most-searched topics on Coc Coc this year.

Compared with last year, however, the rankings shifted significantly as technology surged to the top with a 93-percent increase in search volume, while entertainment searches dropped by 33 percent year on year, reflecting a change in user priorities.

One of the most notable spikes came from interest in administrative restructuring, with the keyword ‘merger’ surging by 1,219 percent, as changes to state institutions and administrative units drew widespread public attention.

National commemorative events also generated strong search momentum. The keyword ‘military parade’ rose by 337 percent, while searches related to A80 and A50 increased by 257 percent and 53 percent, respectively.

A80 refers to the mission involving training and participation in a large-scale military parade marking the 80th anniversary of the August Revolution (August 19, 1945 - 2025) and Vietnam’s National Day (September 2, 1945 - 2025) held in Hanoi.

A50 refers to similar activities commemorating the 50th anniversary of the liberation of the South and national reunification (April 30, 1975 - 2025) organized in Ho Chi Minh City.

Beyond national events, Vietnamese users increasingly searched for new regulations related to daily life, including traffic enforcement measures such as automated fines, driver’s license changes, petrol vehicle restrictions, and salary increases, indicating growing attention to policy impacts on personal livelihoods.

Meanwhile, risk awareness remained high. Searches for ‘storm number’ rose by 229 percent, while issues related to cross-border scams and counterfeit goods continued to attract strong interest, reflecting users’ demand for timely, verified information amid rising social risks.

The report also highlights strong public interest in celebrity-related legal and ethical controversies throughout 2025.

Search volumes surged at different stages of cases involving figures such as Ngan 98, Shark Binh, Mailisa, Nguyen Thuc Thuy Tien and Trinh Van Quyet, underscoring close public scrutiny of legal responsibility and social conduct among public figures.

In contrast, cultural and historical content generated positive engagement. Searches for artistic programs commemorating A80 and the historical film ‘Mua Do’ (Red Rain) rose sharply, pushing artists associated with historical themes including Tung Duong, Nguyen Hung and Steven Nguyen into the list of trending keywords.

In the technology sector, searches related to ChatGPT, a generative artificial intelligence chatbot developed by OpenAI, jumped by 434 percent, signaling that AI has moved beyond curiosity.

Users are now actively applying AI tools to design, programming, language learning and other specialized tasks.

Entertainment trends also showed a shift toward local and localized content, particularly Vietnamese films and reality TV shows. This suggests that users increasingly favor entertainment products that resonate more closely with local culture and everyday life.

Notably, 2025 marked a surge in linguistic creativity among Vietnamese netizens, driven largely by Gen Z.

Coc Coc’s data recorded the revival and reinterpretation of older expressions, along with new phrases such as ‘national concert,’ ‘summer break squad,’ and ‘maintaining the streak.’

At the same time, global slang integration accelerated, with flexible adoption of terms like ‘joke of the day,’ ‘sybau,’ and ‘brainrot,’ reflecting deeper linguistic globalization within Vietnam’s digital space.