On July 7, Coc Coc browser officially released the Search Trends Report for the second quarter of this year. The report is based on queries obtained on Coc Coc search engine and web browsing data on Coc Coc browser by device. All information in this report is anonymous and does not affect user information security.
Merging provinces and cities - A topic that attracts users' attention
After the National Assembly passed Resolution No. 202/2025/QH15 and Conclusion 127-KL/TW, the rearrangement of 34 provincial-level administrative units became the focus of discussion among national people. The number of searches related to "province-city merger" increased by 100%, while "new administrative map" increased by 172%, showing that people proactively updated information and looked up new administrative boundaries according to regulations.
The 50th anniversary of the Liberation of the South and National Reunification (April 30, 2025) not only attracted widely public attention but was also "Gen Z-ized" with the slang phrase "national concert" spreading strongly on social media. Searches related to "parade/parade" skyrocketed by 4,059%, reflecting a new approach to history - modern, familiar and symbolic to young people.
In addition, incidents such as "Ofood fake cooking oil," "Kera vegetable candy," or suspicions of "CP-sick pigs" caused searches for keywords related to counterfeit goods (such as fake medicine, fake milk, Kera vegetable candy, and cigarette intestines) to increase sharply by 560%, reflecting general concerns about product quality. Keywords such as "Wutip storm" and "Myanmar earthquake" also exploded, showing that users actively monitor natural disaster risks both domestically and internationally to have prevention plans.
The second quarter of 2025 saw a sharp increase in keywords related to food advertising scandals such as "Kera vegetable candy": "Nguyen Thuc Thuy Tien,"
"Hang Du Muc" and "Quang Linh" are in the TOP search. Users are especially interested in legal responsibility, ethics and how celebrities handle image crises.
Besides international sporting events, a series of names such as Lamine Yamal, Alcaraz, Florian Writz or An Se Young show the breakthrough of the young generation of athletes receiving great attention from Vietnamese users. In particular, the character "Potato Turtle" - a Korean girl traveling alone in India, has become a new symbol inspiring a lifestyle of exploration and freedom.
Also according to Coc Coc's report, if Grok 3 and Gemini AI continue to maintain their coverage, specialized tools such as Leonardo AI, Remaker AI, Pixverse AI and Veo3 will begin to gain attention from Vietnamese users thanks to their ability to create videos , change faces and train personalized models. This shows that users are expecting more from AI for practical applications instead of just dialogue.
The "ChatGPT outage" incident caused this keyword to increase by 133%, reflecting the growing dependence on AI in digital life.
A series of popular slang words on the internet
Originating from the parade to celebrate the 50th anniversary of the Liberation of the South and National Reunification (April 30, 2025), slang phrases such as "summer block" and "retirement block" suddenly spread widely on social media platforms as a new Gen Z language phenomenon. These are two of the most prominent slang words in the second quarter of 2025, recording an explosive search growth of up to 13,315% on the Coc Coc Search engine.
The structure "block + ..." originates from the phrases "parade block," "honorary vehicle block," "officer block" used in the parade to celebrate the Liberation of the South and National Reunification Day on April 30, 2025. After this event, the word "block" was re-applied by young people in daily life to create humorous and visual variations, notably "summer vacation block" and "retirement block."
“Summer block” is often used to refer to students returning to their hometowns for the summer, causing their grandparents' homes to become noisy and messy – a fun yet graphic description. Meanwhile, “retirement block” refers to a group of older people who are enjoying the quiet after many years of work. Putting the two groups in opposition creates humorous situations about generational differences. These two typical phrases quickly became new linguistic symbols, reflecting Gen Z's creative and witty perspectives and their ability to transform serious perspectives into online cultural materials.
In the second quarter of 2025, audiences are also shifting to work with deep content. TV series such as “Weak Hero Class 2”, “Khong Lung”, “Lam Giang Tien” or reality show “Gia Dinh Haha” witnessed outstanding growth in search volume.
In the film industry, Vietnamese works such as "Detective Kien", "Tunnel" and "Flip Side 8" all received great attention thanks to their content connected to history, psychology and family values.
The second quarter of 2025 saw a marked increase in searches for content related to new tax policies and financial regulations. The keywords “tax collection” increased by 44%, “VAT reduction” increased by 82%, while “using personal identification numbers instead of tax codes” increased by 77% and “personal transfer tax” increased sharply by 267%.
In particular, the phrase "e-commerce platforms pay taxes on behalf of sellers" increased by 41% in the context of Decree 117/2025/ND-CP taking effect from July 1, 2025, requiring e-commerce platforms to deduct and pay VAT and personal income tax on behalf of sellers as soon as the transaction is completed.
In addition, users are also interested in new regulations on cash spending, with the keyword "regulations on cash spending under 5 million deductible for value added tax" increasing by 764%. Data shows that both people and businesses are actively monitoring and updating fiscal policies to ensure compliance with the law and limit risks in business operations. This is a sign that legal awareness and the need for financial transparency are increasing in the digital space./.
Source: https://www.vietnamplus.vn/sap-nhap-tinh-thanh-va-dieu-binh-304-duoc-quan-tam-nhat-quy-22025-post1048367.vnp
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