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Vietnamese users’ search interests in the first quarter of 2026, according to the Q1 2026 search trend report released by CocCoc, spanned politics-society, the economy, technology, entertainment and sports, and finance. The report shows users closely tracking policy developments and social dynamics, while also seeking practical information on procedures and rights.
Early in 2026, attention centered on the 14th National Congress. Searches for “14th Party Congress” rose by 66%, while “parliamentary elections” increased by 209%. Alongside political coverage, instruction-oriented queries surged sharply—“how to look up polling locations” jumped by 2,996%, indicating strong demand for guidance on voting procedures.
New policies also triggered a wave of searches. “Circular 152” rose 1,609%, and “Tet bonus of 400k” increased by 1,019%, reflecting heightened interest in social welfare regulations and benefits as they take effect.
In consumer-related searches, issues around product quality prompted users to look for more information, suggesting a more cautious approach to goods and services.
Internationally, geopolitical developments remained prominent. Searches for “Hormuz Strait” rose as much as 7,080%, “Iran missiles” increased by 2,326%, and “Middle East conflict” climbed 1,905%, pointing to continued concern over energy security and global stability.
The report highlights a rapid expansion of artificial intelligence (AI) search activity. AI-related tools and platforms showed strong growth, including “Blackbox AI” (+453%), “Humanize AI” (+134%), and “Voice AI” (+178%). Other platforms such as “AI Hay” (+130%) and “OpenClaw” (+103%) also recorded increases, reflecting a shift from early exploration toward more practical use in content creation, programming, and communication.
In the device market, interest in mid-tier products increased. Searches for “honor win rt” jumped 6,391%, while models including “Realme Neo 8” and “Poco X8 Pro” rose by 1,617% and 1,228%, respectively.
Entertainment and sports searches were dominated by emotionally rich and dramatic content, with high volumes for TV series, cinema, and reality programs—particularly around the Tet holiday. “Single Inferno 5” and other drama-centric titles reflected demand for interactive and emotionally engaging experiences. The return of live music events also lifted related searches; BTS performances boosted associated terms by about 700%.
Sports search behavior tracked major events such as the Winter Olympics and the AFC U23 Asian Cup 2026, indicating sustained interest beyond final results.
In the finance domain, daily market updates were among the top drivers of search volume. “Gas price today” surged 1,901%, “USD price today” rose 232%, and “Korean won price today” increased 56%. Searches related to the “price stabilization fund” grew 803%, reflecting ongoing attention to energy-related movements and price controls.
Tax policies and online public services also drew more searches. “Personal income tax 2026” rose 569%, while “standard deduction 2026” increased by 439%. Online services such as online business registration and e-tax also rose markedly, aligning with continued digital government transformation.
Additionally, feng shui queries connected to bank account numbers increased by 33%.
The first quarter also showed dynamic online job activity. Job portals such as Indeed rose by 78%. Interest in flexible work grew further, with “freelancer” and “upwork” showing strong increases; “translator” rose by 435%, pointing to rising demand for freelance and remote work.
Transportation and travel searches included interest in electric vehicles and new models, alongside rising demand for spiritual travel and early-year nature experiences.
Premium gym chains are entering a “golden era” that is ending or already in decline, as rising operating costs collide with shifting consumer preferences toward more flexible, community-based ways to exercise. Long-term memberships are shrinking, margins are pressured by higher rents and facility expenses, and competition from smaller, more personalized…
