An Overview of Major Trends and Search Keywords in Vietnam in 2025
The year 2025 came to a close with significant shifts in Vietnam’s social landscape, clearly reflected through online search trends. Data from search analytics platforms show that Vietnamese users are no longer driven by momentary curiosity. Instead, their search behavior has become increasingly practical, purposeful, and closely connected to everyday needs such as learning, working, entertainment, and personal experiences. As a result, the trend picture of 2025 is not merely a collection of short lived phenomena, but a reflection of deeper changes in how technology, culture, and lifestyle are perceived and adopted.
The most dominant theme across Vietnam’s search ecosystem in 2025 was artificial intelligence. Unlike previous years, when users primarily searched for basic explanations of what AI is, search queries in 2025 shifted decisively toward real world applications. People were no longer asking about definitions but instead focused on how to use AI to generate images, produce videos, support creative work, business operations, and learning activities. The rapid rise of searches related to AI powered content creation demonstrates that artificial intelligence has become embedded in everyday life, evolving from an abstract technological concept into a familiar and practical tool.
Alongside technology, entertainment remained a central pillar of Vietnamese search behavior. Vietnamese cinema experienced a particularly dynamic year, as several domestic films attracted strong public attention not only for box office performance but also for their cultural significance and social discussion. The fact that a locally produced film became one of the most searched topics highlights a growing audience interest in stories that reflect national history, identity, and shared memory. This trend signals a shift away from exclusive reliance on foreign films and toward greater appreciation of local narratives.
Music also saw a powerful surge throughout 2025. The songs that led search trends were not simply viral entertainment products but works closely tied to collective emotions, cultural resonance, and social themes. Audiences searched for songs not only to listen to them again, but also to understand their background stories, the artists behind them, and the messages conveyed through the music. This behavior suggests that Vietnamese music consumption is gradually moving away from fast, disposable trends toward more meaningful and reflective engagement.
In terms of daily life and travel, 2025 continued to record strong growth in searches related to domestic tourism. Well known destinations rich in Vietnamese cultural identity remained highly searched, reflecting a preference for accessible, cost effective, and experience driven travel. Vietnamese travelers were not only interested in where to go, but also in travel experiences, local cuisine, and ways to fully enjoy each journey. Tourism, therefore, is no longer viewed primarily as a display of lifestyle, but increasingly as a means of restoring balance and improving quality of life.
Social media continued to play a vital role in shaping linguistic trends and behavioral patterns. In 2025, many new expressions and humorous phrases spread rapidly across digital platforms, particularly among younger users. These expressions quickly moved beyond online spaces and entered everyday conversations, demonstrating the creativity and adaptability of Vietnamese digital language. The high volume of searches for the meanings of new terms also reflects a strong desire to understand and integrate into evolving online culture.
Another notable feature of search trends in 2025 was the rise of instruction based queries. Users increasingly searched for how to do something, how to create something, how to cook certain dishes, or how to use specific tools, rather than consuming purely entertainment focused content. This shift highlights a change in how the Internet is used, evolving from a platform for passive viewing into a tool for learning and problem solving. From applying artificial intelligence to daily tasks to searching for cooking methods and household tips, practical needs were consistently transformed into targeted search queries.
Overall, Vietnam’s search trend landscape in 2025 reveals a rapidly maturing Internet user community. Vietnamese users are no longer passively following trends, but actively selecting information, technologies, and content that align with their personal goals and lifestyles. The intersection of advanced technology, particularly artificial intelligence, with local cultural values in music, film, and travel has created a distinctive identity for the year.
The year 2025 will therefore be remembered not only as a year of prominent trends, but also as a turning point in how Vietnamese people search for, absorb, and apply information. This transformation lays an important foundation for the years ahead, as technology and culture continue to intertwine, shaping Vietnam’s digital life and social mindset in a new era.
