Cốc Cốc, one of Vietnam's leading browsers, has released its 2025 Search and Web Browsing Trends Report, highlighting a major transformation in digital user behavior. According to the findings, Vietnamese netizens are becoming more proactive, discerning, and deeply engaged with societal issues, policy updates, and technological shifts.

Rather than merely reacting to events, users are now utilizing search tools to monitor, prepare for, and adapt to the evolving realities of life.

In 2025, technology, entertainment, and education were the top three categories driving the majority of searches. Notably, technology surged ahead with a remarkable 93% increase in search volume. Meanwhile, interest in entertainment dropped by 33% compared to the previous year. This shift points to a growing demand for practical, application-driven content supporting learning and professional development.

Within the news and current affairs category, Cốc Cốc users showed heightened attention to “national movements.” Keywords tied to restructuring government apparatus, administrative units, and new policies saw significant spikes. Among them, the keyword “merger” experienced an extraordinary growth of over 1,200%.

National-level commemorations also drew large volumes of search traffic, reflecting a growing public interest in major political and social events. Alongside this trend, searches related to risk scenarios - such as natural disasters, cross-border scams, and counterfeit goods - remained high, indicating a heightened sense of vigilance and a public desire for information verification.

The most searched character-related topics of 2025 highlight the public’s concern for the legal and social responsibilities of celebrities. Individuals involved in controversies from the business and entertainment sectors - including Ngan 98, Shark Binh, Mailisa, and Nguyen Thuc Thuy Tien - saw search interest spike in accordance with the developments of their respective situations.

On the more positive side, cultural and artistic productions centered around historical themes or commemorative performances also captured attention. These trends contributed to a more optimistic tone in user search behavior.

One especially notable development was the explosion of linguistic creativity in Vietnam’s digital space. New slang and inventive expressions - many blending Vietnamese roots with global linguistic influences - have proliferated, underscoring the pivotal role of youth in shaping digital culture.

Within the tech sector, searches relating to artificial intelligence soared, particularly those with specialized, applied contexts such as learning, design, and programming. This trend reflects AI’s shift from concept to practical implementation. In terms of tech products, terms like iPhone 17, MacBook Air M4, and Xiaomi 17 stood out.

Entertainment preferences saw a pivot toward localized and Vietnamese-adapted content. Domestic films and TV shows such as Mua do (Red Rain), Lat mat (Face-Off), Gia dinh HaHa (The HaHa Family), and Tan binh toan nang (The Versatile Rookie) were among the most searched.

In browsing behavior, 2025 marked a surge in both news consumption and entertainment content. Desktop browsing was primarily for academic and professional use, while mobile browsing skewed heavily toward news and entertainment - mirroring a broader trend favoring rapid, digestible, and convenient content formats.

Looking ahead, the report predicts that by 2026, search behavior in Vietnam will increasingly be linked to actionable compliance. With new regulations on data, AI, and cybersecurity taking effect, searches will no longer be just for information - but for execution and adherence within a more tightly governed digital environment.

Du Lam