BSI Top10: Social media rankings for January 2025

The BSI Top10 ranking is the most reliable, high-quality, and up-to-date ranking on social media, based on social media metrics evaluated by Buzzmetrics – Buzzmetrics Social Index Top10.

The BSI Top10 ranking for January 2025 includes the Top 10 campaigns, Top 10 celebrities, Top 10 events, and Top 10 programs on social media platforms and online news sites during the period from January 1, 2025, to January 31, 2025.

The BSI Index (2023 version) introduces two new adjustment metrics: Diversity Score and Audience Score, combined with the five evaluation criteria from the 2021 version. This results in changes when assessing the overall and in-depth success of campaigns, events, and programs on social media. See more at How the BSI Top10 is Ranked – 2023 Version.

BSI represents a comprehensive combination of factors, all of which have equal importance. A change in just one factor can lead to shifts in the BSI Top10 ranking.

Since January 2023, the BSI Top10 ranking has been fully applied according to the 2023 version, incorporating the two new adjustment metrics: Diversity Score and Audience Score.

TOP 10 MOST OUTSTANDING CAMPAIGNS ON SOCIAL MEDIA IN JANUARY 2025

The festive Tet atmosphere dominates the BSI Top10 Campaigns ranking, with "Chọn NAN Sữa Mát Thụy Sĩ - Khởi Đầu Hoàn Mỹ Cho Cả Năm Như Ý" campaign by NAN & S-26 Ultima leading the list. Following closely are "Sát Cánh Gầm Vang, Khai Xuân Bản Lĩnh" by Tiger; "Kiên Trì Là Dì Thành Công" by OMO; "Galaxy S25 Series" by Samsung; "Trao Tâm Ý, Gắn Kết Tết Diệu Kỳ" by Coke; "Tuổi Bạc Hóa Tuổi Vàng" by Vinamilk Sure Prevent Gold; "Heineken Festive 2025" by Heineken; TikTok Shop’s Tet campaign; "Tết Nguyên Nhà 2025" by Zalopay; and "Vận Đỏ Chắc Tay, Năm Đỏ Bất Tận" by Budweiser.

• The "Chọn NAN Sữa Mát Thụy Sĩ - Khởi Đầu Hoàn Mỹ Cho Cả Năm Như Ý" campaign generated nearly 800,000 discussions this month. Most of these discussions stemmed from a series of minigames on the brand’s Facebook page, offering attractive rewards for the Mom & Baby community. Mothers also contributed to the campaign by creating Tet greeting stickers featuring their children through the Zalo Mini App. Additionally, e-commerce platforms like Tiki and Lazada participated in promoting the campaign.
• The "Sát Cánh Gầm Vang, Khai Xuân Bản Lĩnh" campaign highlighted this month with Tiger Remix 2025. The countdown night on December 31 stirred social media when a female fan "jumped the barrier" and ran on stage to hug Sơn Tùng M-TP. Many users praised the singer’s professional handling of the situation. Some even expressed envy towards the fan, as the jacket gifted by Sơn Tùng was valued at 170 million VND.
• The "Kiên Trì Là Dì Thành Công" campaign by OMO gained attention through its MV of the same name, featuring Hòa Minzy, Bùi Công Nam, and StillaD, along with guest star Độ Mixi. The MV conveyed a meaningful message about perseverance, encouraging people to "keep trying despite getting dirty."
• The "Galaxy S25 Series" campaign by Samsung kicked off the new year with the launch of its latest product line. The campaign gained traction through a series of minigames and giveaway programs across technology groups and forums.
• The "Trao Tâm Ý, Gắn Kết Tết Diệu Kỳ" campaign by Coke welcomed the new year with the Tet Food Truck Festival in Hanoi and Ho Chi Minh City. Participants not only enjoyed top-tier cuisine but also had the chance to meet JSOL and Hòa Minzy.
• The "Tuổi Bạc Hóa Tuổi Vàng" campaign by Vinamilk Sure Prevent Gold intrigued audiences with the concepts of "Silver Age" and "Golden Age," encouraging users to care for their parents' health, both physically and mentally.
• The "Heineken Festive 2025" campaign by Heineken celebrated New Year's Eve with grand music events simultaneously held in Khánh Hòa, Quy Nhơn, and Rạch Giá. Each location featured performances by top artists such as Quang Hùng MasterD, Isaac, Jun Phạm, Kay Trần, and more.
• The Tết campaign by TikTok Shop launched numerous attractive promotions to boost year-end shopping demand. A staggering 99.5% of campaign discussions originated from the TikTok platform.
• The "Tết Nguyên Nhà 2025" campaign by Zalopay revolved around the familiar theme of family reunions, kicking off with an MV of the same name by Kai Đinh. The presence of Lê Dương Bảo Lâm and Cris Phan, along with a humorous AI-generated photo activity, contributed to increased discussions.
• The "Vận Đỏ Chắc Tay, Năm Đỏ Bất Tận" campaign by Budweiser invited users to join a Zalo game of the same name as a way to "activate good fortune" for 2025. Several youth-focused online communities helped promote the campaign, alongside KOLs such as Big Daddy, Lil Wuyn, and Kriss Ngo.

TOP 10 MOST PROMINENT INFLUENCERS ON SOCIAL MEDIA IN JANUARY 2025

The BSI Top10 Influencers ranking for January 2025 records Nguyễn Xuân Son in the leading position, followed by familiar names from recent months such as Quang Hùng MasterD, Dương Domic, Lê Tuấn Khang, Rhyder, Sơn Tùng M-TP, and HIEUTHUHAI. Độ Mixi and SOOBIN make their return to the ranking after months of absence. Captain Boy appears in the BSI Top10 ranking for the first time.

• Nguyen Xuan Son delivered a stellar performance by scoring a brace in the first leg of the final against Thailand. However, he suffered a serious injury after an unfortunate self-fall. Immediately afterward, netizens took turns sending words of gratitude and encouragement to Nguyen Xuan Son. This month, discussions about the Brazil-born player revolved around his injury recovery process and the support from benefactors. In addition, he gained massive popularity on TikTok with numerous compilation videos showcasing his goals in the AFF Cup.
• Quang Hung MasterD continued his dynamic activities by releasing the song “Ánh Mắt Biết Cười” in a duet with Tang Duy Tan. Like his previous songs, “Ánh Mắt Biết Cười” went viral on TikTok. Quang Hung MasterD also appeared at two major music events in January, Song 25 and Lan Song Xanh. Notably, he won the Breakthrough Singer category at Lan Song Xanh. Additionally, Quang Hung MasterD, along with Le Duong Bao Lam and JSOL, engaged in humorous moments during Shopee’s “Sao Thoát Được” livestream.
• Duong Domic soared higher in the BSI Top10 Influencers rankings, securing third place for the first time. His highlight this month was performing “Mất Kết Nối x Nỗi Đau Đính Kèm” alongside Rhyder and Anh Tu Atus at the Song 25 event. The song “Mất Kết Nối” continued its strong presence, despite being released in late November last year, remaining a TikTok favorite with many unique cover versions. Duong Domic was also honored in the Outstanding New Face category at Lan Song Xanh. His song “Tràn Bộ Nhớ” made it to the Top 10 Most Loved Songs.
• Le Tuan Khang remained a sensation even after the TikTok Awards Vietnam, with his two latest short films garnering tens of millions of views on TikTok. The phrase “Đám giỗ bên Cồn” was once again mentioned in Wrapped Mien Tay, performed by Phuong My Chi, Huynh Lap, and Tieu Minh Phung.
• Do Mixi appeared as a guest in Hoa Minzy’s Tet MV “Kiên Trì Là Dì Thành Công.” He impressed netizens by announcing that he had quit vaping. This move was acknowledged by VTV Shows, an official TikTok account of VTV. Additionally, Do Mixi was praised for his tactful handling of a situation involving journalist Ha Quang Minh.
• Rhyder, along with Duong Domic and Anh Tu Atus, delivered a successful performance of “Mất Kết Nối x Nỗi Đau Đính Kèm” at the Song 25 event. The song “Hào Quang,” with newly written lyrics by Rhyder, also made it into the Top 10 Most Loved Songs of Lan Song Xanh. Earlier in the month, Rhyder and Anh Tu Atus successfully released the MV “Sống Là Phải Động” in collaboration with the OPPO brand.
• Son Tung M-TP visited and interacted with the residents of Lang Nu, a village he had wholeheartedly supported after a major storm disaster. His meaningful actions received many likes on social media. Additionally, his family’s Tet photos gained significant engagement from netizens. Also, this month, the song “Đừng Làm Trái Tim Anh Đau,” performed by Son Tung M-TP, won the Song of the Year category at Lan Song Xanh.
• HIEUTHUHAI won both the Most Favorite Male Singer/Rapper and Male Singer/Rapper of the Year categories at the Lan Song Xanh awards. His victories sparked widespread discussion online for an extended period.
• Captain Boy made his debut in the BSI Top10 Influencers rankings. This month, he performed the theme song “Diều Ngược Gió” for Lan Song Xanh alongside Rhyder, Phuong My Chi, and 52HZ. Captain Boy also sang the OST “Không Sao Đâu” for the film “Bộ Tứ Báo Thủ,” directed by Tran Thanh. His activities with The Underdog group also attracted significant fan interest and shares.
• SOOBIN released the song “Em Ơi, Anh Nhớ Nhà” as a final beautiful tribute to the “Đi Để Trở Về” series. He also co-wrote and performed the song “Người Việt” with Ha Le, Lil Wuyn, 16 Typh, and KIMLONG. Additionally, SOOBIN achieved remarkable wins at major awards such as Lan Song Xanh, Mai Vang, and WeChoice.

TOP 10 MOST NOTABLE EVENTS ON SOCIAL MEDIA IN JANUARY 2025

BXH BSI Top 10 Events tháng 1/2025 ghi nhận sự xuất hiện của các sự kiện nổi bật như: Tiger Remix 2025, Chung kết lượt đi ASEAN Cup 2024, Chuỗi sự kiện Coca-Cola Trao Tâm Ý Mừng Năm Mới, Làn Sóng Xanh Music Awards 2024, WeChoice Awards 2024 – Việt Nam Tôi Đó, Sóng 25 Live Concert, Warrior - Chuỗi Livestream 3 Ngày “Tết Chiến Tới Tấp", Red Bull Sky Fest - Vững Bản Lĩnh, "Say High" 2025, VTV Awards 2024 và Ngôi Sao Xanh 2024.

• Tiger Remix 2025 has secured the No.1 spot on the BSI Top10 ranking with 648,000 discussions, making it the most talked-about music event of the month. Marking its 10th anniversary, the festival delivered spectacular performances in Ho Chi Minh City, Tien Giang, and Buon Ma Thuot, drawing in a massive crowd of 120,000 attendees. A star-studded lineup featuring Son Tung M-TP, Den Vau, Hoang Thuy Linh, Ho Ngoc Ha, Wean Le, and more ignited a frenzy of discussions across social media. Notably, Son Tung M-TP gifting an LV jacket to a female fan further amplified the event’s buzz. Side activities, such as the Fanzone ticket hunt minigame and check-in gift giveaways, also contributed to the event’s widespread engagement.
• Vietnam Secures Historic 2-1 Victory Against Thailand in ASEAN Cup 2024 First-Leg Final The first-leg final of the ASEAN Cup 2024 at Phu Tho Stadium ended with Vietnam’s 2-1 triumph over Thailand, marking the first time in 27 years that Vietnam has defeated Thailand on home soil. Nguyen Xuan Son stole the spotlight with a stunning brace, while Chalermsak Aukkee’s 83rd-minute goal narrowed the gap for Thailand. Social media buzzed with praise for Xuan Son’s exceptional performance, though concerns arose over his injury. Fans engaged in heated debates over match tactics, Vietnam’s championship prospects, and participated in prediction minigames for the second-leg match.

• Coke’s ‘Sharing the New Year’s Spirit’ Event Series Sets a Guinness World Record Coca-Cola’s Sharing the New Year’s Spirit event series took place in Hanoi and Ho Chi Minh City, spreading messages of generosity while setting a world record with over 68,000 Lunar New Year wishes exchanged through traditional delicacies. For the first time, Coca-Cola’s mini trucks showcased over 100 signature dishes, creating a one-of-a-kind check-in experience. The festival atmosphere was further amplified by performances from top artists like Hoa Minzy and JSol, a grand stage setup, and a dazzling fireworks show. Additionally, Coca-Cola reinforced its humanitarian values with the Zero-Dollar Tet Market, supporting underprivileged families in celebrating a fulfilling Lunar New Year.

• Làn Sóng Xanh Music Awards 2024 Generates 355K+ Discussions, Marking a Milestone Year for Vietnamese Music The Làn Sóng Xanh Music Awards 2024 captivated audiences with over 355,000 discussions across platforms, celebrating a landmark year for Vietnamese music. Beyond electrifying performances, red carpet moments and major award announcements became focal points of social media chatter. HIEUTHUHAI achieved his first-ever award hat-trick, while the playful interaction between Soobin and Miss Vietnam Thanh Thuy delighted fans. Meanwhile, the results of certain categories sparked lively debates among netizens.

• WeChoice Awards 2024 – ‘This Is My Vietnam’ Inspires a Nation The WeChoice Awards 2024 honored inspiring stories and individuals, igniting national pride and closing the chapter on an eventful 2024. Ahead of the event, social media buzzed with discussions on nominees, standout personalities, and anticipated moments. The gala night delivered several viral highlights, including the charismatic on-stage chemistry between Le Duong Bao Lam and Chau Bui as they announced winners. Trấn Thành’s speech about the traditional ao dai also sparked mixed opinions online.

• Sóng 25 Live Concert Takes Over SECC District 7 with Explosive Performances The Sóng 25 Live Concert transformed SECC District 7 into an electrifying music hub, marking its transition from a TV show to a full-fledged live concert experience. This year’s standout elements included a diverse setlist and high-energy performances from Rap Viet stars and Anh Trai Say Hi. The event enhanced fan engagement with an exciting ticket-hunting minigame and went viral on New Year’s Eve with comedic sketches and an unexpected “shirt-ripping” moment during the Ngáo Ngơ performance. Several performances quickly climbed YouTube’s Top Music Trending chart.

• Warrior’s ‘Tet Chiến Tới Tấp’ 3-Day Livestream Brings Interactive Festivities to Lunar New Year The Warrior - Tet Chiến Tới Tấp three-day livestream (Jan 14-16) delivered a thrilling blend of entertainment and celebrity interactions for the Lunar New Year. Dương Domic and Pháp Kiều set the stage ablaze with fiery karaoke duets, while Ngọc Phước and Quốc Khánh intensified the excitement with a competitive Pickleball showdown. The program successfully spread the “fight to the fullest” spirit—perfectly aligning with Warrior’s high-energy brand identity.

• Red Bull Sky Fest 2025 – A Thrilling Fusion of Extreme Sports and Music Taking place at The Global City, Ho Chi Minh City on January 11, Red Bull Sky Fest 2025 – Vững Bản Lĩnh, Say High featured an international-scale paragliding showcase alongside a massive music festival. The star-studded lineup included Karik, Lou Hoang, Quang Hung MasterD, RHYDER, OgeNus, and HURRYKNG. With adrenaline-pumping music, engaging minigames, and live streaming access, fans from all over immersed themselves in the festival’s electrifying atmosphere.

• VTV Awards 2024 Recognizes Outstanding TV Achievements The VTV Awards 2024, Vietnam’s prestigious annual television awards hosted by VTV, honored outstanding productions and individuals on the night of January 1, 2025. Social media buzzed with excitement over RHYDER’s mesmerizing Hào Quang performance, the triumph of Duy Hung and Thanh Huong in the Most Impressive Actor/Actress categories, and H’Hen Niê’s stunning red-carpet presence. The TV show Anh Trai Vượt Ngàn Chông Gai emerged as a Lunar New Year highlight, receiving overwhelmingly positive audience feedback.

• Ngôi Sao Xanh 2024 Awards Honor the Best in Vietnamese Film & TV The 11th Ngôi Sao Xanh Awards 2024 took place at Nguyen Du Stadium, Ho Chi Minh City, celebrating the finest in Vietnamese cinema and television. The film Mai dominated the night with eight Golden Cup wins, including Best Picture, while director Timothy Linh Bùi was honored as Best Director for Người Mặt Trời. After much anticipation, Trấn Thành’s win drew significant online attention, while Miss Que Anh’s handling of an award announcement sparked heated debates.

TOP 10 MOST OUTSTANDING SHOWS ON SOCIAL MEDIA IN JANUARY 2025

The BSI Top 10 Events rankings for January 2025 feature notable events such as Tiger Remix 2025, the first leg of the ASEAN Cup 2024 final, the Coca-Cola "Trao Tâm Ý Mừng Năm Mới" event series, Làn Sóng Xanh Music Awards 2024, WeChoice Awards 2024 – "Việt Nam Tôi Đó", Sóng 25 Live Concert, Warrior - 3-Day Livestream Series “Tết Chiến Tới Tấp”, Red Bull Sky Fest - "Vững Bản Lĩnh", "Say High" 2025, VTV Awards 2024, and Ngôi Sao Xanh 2024.

• Chị Đẹp Đạp Gió 2024 topped the BSI Top10 rankings for the first time with 326,000 discussions, with TikTok accounting for 46%. The final stage of the show took social media by storm with a series of viral performances. Performance Show 5 drew attention with "Gone Gone Gone" and "Phong Nữ - Cô Đôi Thượng Ngàn", thanks to captivating performances. The grand finale continued to make an impression with "Tết 'Gòy' Cưới 'Luông'", recreating the lively atmosphere of a traditional Western Vietnamese wedding. Meanwhile, news about the upcoming Chị Đẹp concert also excited audiences.
• Xuân Hạ Thu Đông, rồi lại Xuân rose to the No. 2 spot on the BSI Top10 rankings, continuing to take viewers on a nostalgic journey with familiar melodies. The appearance of Son Dongwoon (HIGHLIGHT) and his performance of "Fiction" evoked indescribable emotions. Lâm Bảo Ngọc impressed with "This Love", captivating audiences with her powerful vocals and pushing the song to No. 2 on YouTube Music Trending. Additionally, Phonecert—a collaboration between Hoàng Dũng and 10CM—quickly went viral on TikTok and became a trend on Douyin with numerous cover videos.
• 2 Ngày 1 Đêm returned to its familiar third-place ranking with a memorable journey to Điện Biên. The season’s final trip brought a wave of emotions as the cast and guests took on humorous challenges while reenacting a historic supply mission. A touching moment in the last episode featured Ngô Kiến Huy’s performance of "Tết Về Đi Con", spreading the spirit of reunion and reminding viewers of family values during Tet.
• Mái Ấm Gia Đình Việt continued to touch audiences' hearts with deeply moving stories. The case of Nguyễn Thị Tuyết Nhung left many feeling heartbroken as she shared her simple wish of having money to buy meat for her mother, as they could only afford tomato stir-fried meat once a month. This moment brought MC Thanh Thảo and many viewers to tears. Additionally, the participation of Minh Tú, Quang Anh, Huỳnh Anh, Huyền Lizzie, Đông Hùng, and Trần Tiểu Vy in this month's episodes brought meaningful challenges, spreading love and hope to those in need.
• Bước Nhảy Hoàn Vũ 2024 officially concluded this month, generating 55,000 discussions online. Quỳnh Nga and Georgiev were crowned champions, receiving praise for their exceptional technique and impressive breakthroughs in each performance, making them well-deserved winners. Audiences were particularly impressed by Quỳnh Nga's confidence and stage presence, earning her the title of "Versatile Beauty." However, the contestant quality this season was inconsistent. Phương Oanh’s performance sparked debate as she showed progress but lacked a technical and expressive breakthrough, leading to a drop in sentiment score (0.62) in the finale.
• Người Yêu Tôi Đỉnh Nhất made its first appearance on the BSI Top10 rankings. As a music and romance game show, it gathered 40 couples, where male contestants showcased their singing skills, and female contestants evaluated and "invested" in voices they believed in to win prizes. This month’s highlight was Lập Nguyên’s performances of "Cầu Hôn" and "Tình Ka Ngọt Ngào" for Yến Nồi Cơm Điện, praised for his emotional delivery and their sweet on-stage chemistry. Most discussions came from TikTok, accounting for 69% of the total volume.
• Đường lên đỉnh Olympia - Quarter 1 Finals of Olympia 2025 concluded with a dramatic victory by Lê Quang Duy Khoa (THPT Chuyên Quốc Học Huế), securing Huế another finalist in the national grand final. His thrilling comeback win by just 5 points sparked heated debates on social media. Duy Khoa claimed the Quarter Champion title with 160 points, bringing the live broadcast to Thừa Thiên Huế for the third consecutive year, extending Quốc Học Huế’s impressive record.
• Biệt Đội Siêu Sao delivered an exciting journey in Đà Lạt, blending entertainment with cultural and nature promotion. Artists Tiến Luật, Ninh Dương Lan Ngọc, Huyền Baby, Tiểu Vy, and Liên Bỉnh Phát took on various challenges, from exploring local cuisine to heritage experiences. Audiences praised Ninh Dương Lan Ngọc’s charm, Tiến Luật’s humor, and the show's beautiful cinematography.
• Cơ Hội Cho Ai?, a reality show about career opportunities, made its first appearance on the BSI rankings. As a bridge between talented candidates and top employers, the show featured unexpected hiring decisions. However, its sentiment score (0.62) declined due to a candidate's inappropriate way of addressing interviewers, which led to a public correction from the panel, sparking discussions about professional etiquette in recruitment.
• Khách Hàng Là Thượng Đế also entered the BSI Top10 for the first time. Hosted by Trường Giang, this reality show follows celebrities as they take on various jobs to directly experience and understand the value of labor. While providing laughs, the program also conveys a meaningful message about appreciating everyday work.

APPENDIX

Detailed information on the metrics that make up the BSI for the BSI Top10 Campaigns, BSI Top10 Influencers, BSI Top10 Events, and BSI Top10 Shows rankings in December 2024.

For further insights and in-depth discussions on brand health assessment, campaign evaluation, and optimizing customer engagement effectiveness on social media based on BSI – Buzzmetrics Social Index, please contact Buzzmetrics' representative team via email at info@buzzmetrics.com.