The “Year in Search 2022” report from Google identifies the main search trends of Vietnamese people on Google in 2022.

It noted a paradoxical dissonance in people’s searches, such as desiring to be plugged into global culture while also embracing what makes Vietnamese traditions unique. Vietnamese Gen Z lead this trend. While they are more digitally connected and engaged compared to previous generations, they are also strong advocates of Vietnamese culture. Half of Gen Z favor brands that reflect Vietnamese values and cultures and have timeless or classic brand associations.

Search interest in “Vietnamese culture” was also up by over 90 per cent. Homegrown brands are growing in prominence, as search interest in “local brand” grew over 10 per cent in the apparel category. Search interest on “diabetes”, meanwhile, grew over 20 per cent, and in “seniors” over 20 per cent.

Searches for various forms of self-care are also on the rise, according to the report, including ways to avoid burnout. Indeed, some 28 per cent of Vietnamese people (compared to 23 per cent of people in Southeast Asia) say they plan to spend more on self-improvement, including wellness, health and fitness, and education, while 45 per cent say they plan to maintain their spending. There’s a touch of introspection in the air, as search interest in “what is health” grew by over 90 per cent.

People in Vietnam also explored their value in the job market, with search interest in “salary negotiation” rising over 20 per cent. Vietnamese people are also keen on searching for new opportunities. Search interest in “learn English speaking” rose over 20 per cent on YouTube. People are also curious about a range of gigs. Search interest in “part-time job” increased over 30 per cent, while search interest in “apprentice” grew over 20 per cent.