BSI Top10: Social media ranking May 2025

The BSI Top10 Rankings are the most trusted, high-quality, and up-to-date charts on social media, based on social media metrics evaluated by Buzzmetrics – Buzzmetrics Social Index Top10. The BSI Top10 Rankings for May 2025 include the Top 10 Campaigns, Top 10 Celebrities, Top 10 Events, and Top 10 Programs across social media platforms and online news from May 1, 2025, to May 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, creating changes in evaluating the success of campaigns/events/programs on social media in a more comprehensive and in-depth manner: see more at How the BSI Top10 is Ranked (2023 Version).

BSI reflects a combination of factors with equal importance. A change in just one factor can alter the BSI Top10 Rankings.

Since January 2023, the BSI Top10 Rankings have been fully applied under the 2023 version, incorporating the two new adjustment indicators: Diversity Score and Audience Score.

TOP 10 OUTSTANDING SOCIAL MEDIA CAMPAIGNS IN MAY 2025

The VPBank K-Star Spark Mega Concert campaign leads the BSI Top10 Campaigns chart for May. The beverage sector continues to dominate the chart with campaigns like Tiger Crystal Rave 2025 by Tiger; Bản lĩnh tới cùng - Húc tới đi by Red Bull; Cú Hích Việt Quất by Sting; Bật Xanh Mở Gu Chất by 1664 Blanc; Yên một chút by Lavie; and Quét Mã QR - Thắng Chuyến Đi Mỹ Xem FFCWC 2025 by Budweiser. Additionally, there are two campaigns from Samsung and the campaign Vì Một Thế Hệ Trẻ Không Ung Thư Do HPV by Long Châu.

• The VPBank K-Star Spark Mega Concert campaign attracted up to 44,366 quality discussions (Qualified Users), far surpassing other campaigns in May. The presence of G-Dragon, CL, and other Korean stars was the main factor that made the campaign explode on social media. Discussions about the campaign came not only from brand channels and entertainment news sites but also from many small fan groups of G-Dragon. Fans were also excited to share the petal-less daisy – G-Dragon's personal symbol.
• The Tiger Crystal Rave 2025 campaign gathered a lineup of hot artists like Tóc Tiên, Quang Hùng MasterD, Pháo, Mỹ Mỹ, and Kay Trần. Most discussions about the campaign came from ticket hunting activities and sharing of the artists' performances.
• The Bản lĩnh tới cùng - Húc tới đi campaign by Red Bull rose to third place with the companionship of Sơn Tùng M-TP. Additionally, Red Bull organized many mini-games to stimulate user discussions, notably a mini-game in collaboration with the Đấu Trường Gia Tốc program.
• The Cú Hích Việt Quất campaign by Sting has been featured in the BSI Top10 Campaigns for three consecutive months. In April, Sting set up the Trí Lực challenge at the walking street for everyone to practice their reading skills. Not stopping there, Sting also organized a ticket hunting activity for a concert featuring G-Dragon, attracting the attention of many users.
• The Bật Xanh Mở Gu Chất campaign by 1664 Blanc highlighted a series of music events lasting until May 4, featuring Sơn Tùng M-TP along with a quality lineup including JSOL, Pháp Kiều, and Juky San. The campaign maintained its heat through a series of mini-games for those who missed the opportunity to meet Sơn Tùng M-TP at the early May concert.
• The Yên một chút campaign by Lavie delivered a meaningful message: Amidst a hectic life easily influenced by trends, everyone should take some time to find peace. The message was embraced by Khoai Lang Thang and many other community pages.
• The Galaxy S25 Edge campaign welcomed Samsung's latest phone line with a series of posts from communities and tech KOLs. One of the campaign's highlights was an exclusive experience event featuring Minh Hằng.
• The Quét Mã QR - Thắng Chuyến Đi Mỹ Xem FFCWC 2025 campaign attracted football fans due to its sponsorship of the FIFA Club World Cup 2025. Many users participated in Budweiser's mini-game for a chance to go to the US to watch football with rapper BigDaddy.
• The Vì Một Thế Hệ Không Ung Thư Do HPV campaign by Long Châu, although a health awareness campaign, took a youthful approach by appointing Quang Hùng MasterD as ambassador. Activities in collaboration with artist Quang Hùng MasterD attracted the interest of many young people.
• The Galaxy A56 5G | A36 5G campaign returned to the BSI Top10 Campaigns chart after a month's absence. This month's highlight was the mini-game activities featuring HIEUTHUHAI as the representative face.

TOP 10 MOST INFLUENTIAL PEOPLE ON SOCIAL MEDIA IN MAY 2025

The BSI Top10 Influencers chart welcomed three new faces: singer Võ Hạ Trâm, director Victor Vũ, and Miss Ý Nhi. The group of male artists Quang Hùng MasterD, HIEUTHUHAI, Rhyder, and Captain Boy maintained their performance by consistently appearing on the chart for several months. Additionally, this month's chart also recorded other prominent names such as director Lý Hải, SOOBIN, and Sơn Tùng M-TP.

• Quang Hùng MasterD had a busy May. The male singer organized a fan meeting in Cần Thơ at the beginning of the month, participated in the Day 6 concert of Anh Trai Say Hi at Mỹ Đình Stadium in mid-May, and joined the grand opening concert of Mailisa Bảo Lộc at the end of the month. Moreover, the male singer received good news when his old song Đừng Vì Anh Mà Khóc reached 30 million views on YouTube. Due to his active involvement, Quang Hùng MasterD's name continued to generate buzz on social media.
• Lý Hải maintained the second position thanks to the cinetour promoting the film Lật Mặt 8. The participation of Lê Tuấn Khang and female Tiktoker Idol Nation also contributed to the film's spread. However, the director's sentiment score was relatively low compared to other celebrities due to controversies about the film's quality and seeding issues.
• Võ Hạ Trâm made a strong impression by successfully performing the song “Viết tiếp câu chuyện hòa bình” by musician Nguyễn Văn Chung on the occasion of the April 30th Grand Ceremony. The online community praised the female singer's emotional voice and shared the performance across social media platforms.
• HIEUTHUHAI brought Nước Mắt Cá Sấu to the Day 6 concert of Anh Trai Say Hi for the first time, exciting fans. Also this month, the male rapper participated in promotional activities for STING and Louis Vuitton. His song Trình was also creatively remixed into various music genres by fans.
• Miss Ý Nhi attracted the online community's attention by making it into the Top 40 of Miss World. She continuously updated her journey in the competition on social media. Online news outlets also frequently reported on Miss Ý Nhi.
• Victor Vũ appeared in the BSI Top10 for the first time thanks to the resounding success of Thám Tử Kiên. The film received positive feedback from audiences with numerous good reviews on TikTok. The film's plot twists were continuously analyzed and discussed by viewers.
• Sơn Tùng M-TP continued to participate in promotional activities for Red Bull and 1664 Blanc. With just two posts about going to the gym and shopping at Bến Thành Market, Sơn Tùng M-TP attracted nearly 80,000 discussions.
• Rhyder performed at the Day 6 concert of Anh Trai Say Hi and the grand opening concert of Mailisa Bảo Lộc. Another notable activity of Rhyder this month was participating in Đấu Trường Gia Tốc – a summer welcome television program produced by Đông Tây Promotion.
• SOOBIN returned to the chart by successfully organizing two ALL-ROUNDER concerts. Most discussions about SOOBIN were related to these two concerts. Additionally, the male singer is participating in the Tân Binh Toàn Năng program as a producer.
• Captain Boy excited fans by hinting at the timing of his first fan meeting. His drum performance in the rain became a hot topic of discussion. Compared to other celebrities, Captain Boy was the only one with an Earned Media from Qualified Users score exceeding 90%, indicating that his fans are highly active in creating content on social media.

TOP 10 MOST OUTSTANDING EVENTS ON SOCIAL MEDIA – MAY 2025

The "Anh Trai Say Hi" concert continues to affirm its appeal as Day 6 enters the BSI Top10 Events chart. This month's music scene is further enlivened by "SOOBIN LIVE CONCERT: ALL-ROUNDER," "Tiger Crystal Rave 2025," and the "Siêu Tiệc Bật Xanh - Mở Gu Chất" series by 1664 Blanc. Additionally, major cultural and social events such as the United Nations Day of Vesak 2025, the Red Flamboyant Flower Festival in Hải Phòng, and Vietnam GameVerse 2025 have made significant impressions on social media. Events like "FWD - Đường Chạy Âm Nhạc," Mailisa's 17th branch opening, and "Fan Meeting Quang Hùng MasterD Day 5" also feature in this month's rankings.

• Concert Anh Trai Say Hi – Day 6 (May 10): This event marked the temporary conclusion of the meaningful musical journey of 30 "Anh Trai." Despite unfavorable weather conditions, tens of thousands of enthusiastic fans supported the artists, helping the event maintain a high Sentiment Score of 0.98. Attendees praised the program's organization and the artists' professionalism. Notably, images of Isaac in a white suit, walking on a long stage and releasing an umbrella into the wind and rain, captivated fans with its elegance.
• United Nations Day of Vesak 2025 (May 6–8): Held at the Vietnam Buddhist Academy in Ho Chi Minh City, this international Buddhist event attracted over 2,700 delegates from 85 countries, along with thousands of monks, nuns, and laypeople. The event garnered significant social media attention through activities like the procession of Buddha relics from India, international scientific seminars, cultural exhibitions, and the lantern-lighting ceremony.
• Red Flamboyant Flower Festival – Hải Phòng 2025 (May 13): Celebrating the 70th anniversary of Hải Phòng's liberation, this cultural-historical event featured a parade of over 3,000 participants, a grand flag formation involving 7,000 people, and accompanying activities such as food festivals, outdoor concerts, and large-scale cultural-artistic programs.
  Vietnam GameVerse 2025 (May 26–27): This event generated significant buzz on social media with diverse activities, including the Vietnam Game Awards honoring outstanding publishers, games, and communities; Esports showmatches; gift-giving minigames; and livestreams with streamers and artists like Negav, Hoàng Hải, and MC Phương Thảo. Game publishers actively updated event information via Facebook and TikTok.
• SOOBIN LIVE CONCERT: ALL-ROUNDER: SOOBIN's first solo concert took place over two nights at Mỹ Đình Indoor Athletics Arena in Hanoi, attracting nearly 10,000 attendees. The event gained momentum through the search for a "princess" to dance with SOOBIN, engaging many talented female fans. The chosen "princesses," Yên Đan and Manib, performed "Dancing In The Dark" with SOOBIN, receiving widespread acclaim. Images of SOOBIN tearfully performing became a hot topic of discussion.
• Tiger Crystal Rave 2025 (May 16–17): Held at the Innovation Park in Thủ Đức City, this event was energized by activities like Fanzone ticket hunts, dress code voting, and the Water Battle challenge. Featuring renowned artists such as Tóc Tiên, Quang Hùng MasterD, Kay Trần, Pháo, and Mỹ Mỹ, it became one of May's standout music events.
• Siêu Tiệc Bật Xanh - Mở Gu Chất: This event series officially launched at Nguyễn Huệ Walking Street, amplified on social media by a stellar lineup including Sơn Tùng M-TP, JSOL, Pháp Kiều, Juky San, and DJ Determind. Engaging activities like the Gu Chất Experience Tower, check-in minigames, and companion livestreams further boosted its online presence.
• FWD - Đường Chạy Âm Nhạc (May 25):  took place on May 25 at The Global City, Ho Chi Minh City. This was a sports and music fusion event featuring Phap Kieu, Captain Boy, and young bands. Although the event was later postponed due to the National Mourning, it still generated a lot of discussions thanks to a communication campaign inviting Gen Z to “run chill for medals to show off to their crush,” along with multiple countdown posts and updates on the new event date.
• Mailisa's 17th Branch Opening: The new branch in Bảo Lộc City, Lâm Đồng, was inaugurated with a free grand music festival featuring top-tier artists like Hòa Minzy, Quang Hùng MasterD, RHYDER, Dương Domic, and Pháp Kiều. The event quickly gained traction on local fan pages and music-loving communities. A performance by the trio Anh Trai Say Hi with the song "Hào Quang" further intensified discussions.
• Fan Meeting Quang Hùng MasterD - Day 5 Cần Thơ (May 3): Concluding "The 1st Fan Meeting in Vietnam" series, this event left many memorable moments. Despite heavy rain, Quang Hùng MasterD delivered a complete performance and engaged closely with fans. Many users expressed regret that the event series had reached its end.

TOP 10 MOST OUTSTANDING SHOWS ON SOCIAL MEDIA – MAY 2025

"Em Xinh Say Hi" soared straight to the top of the BSI Top10 Shows chart in its debut month. "Running Man Vietnam" Season 3, though only teasing its return, immediately captured audience interest. "Về Quê Làm Giàu" made its first appearance on the chart, joining familiar programs like "Tân Binh Toàn Năng," "Mái Ấm Gia Đình Việt," "Mẹ Vắng Nhà, Ba Là Siêu Nhân," "Đấu Trường Gia Tốc," "Tổ Đội 102," "Bố Ơi, Mình Đi Đâu Thế?," and "Đường Lên Đỉnh Olympia."

• Em Xinh Say Hi: As May began, the show unveiled its full list of 30 "Em Xinh," quickly sparking widespread discussions across various platforms. Even celebrities vied to become the 31st "Em Xinh." The music video "The Real Aura" impressed audiences with its visual investment. Episode 1, airing at the end of the month, received positive feedback for the natural interactions between host Trấn Thành and the "Em Xinh." However, some comments expressed disappointment that certain rumored female artists did not join the cast.
• Tân Binh Toàn Năng 2025: Entering its second month, the show saw a significant increase in discussions compared to the previous month. Contestants affectionately dubbed "tô bánh canh" by viewers, such as Hồ Đông Quan, Cường Bạch, and Văn Chung, made notable impressions. Part of the show's buzz stemmed from online interactions between the audience and these contestants.
• Mái Ấm Gia Đình Việt: Filming commenced in Bắc Giang City in May 2025. Pre-released scenes, especially of a young boy attending the studio alone, moved audiences to tears. Many viewers inquired about the boy's information to visit and offer support.
• Mẹ Vắng Nhà, Ba Là Siêu Nhân: Maintaining its fourth position on the BSI Top10 Shows chart, the program continues to charm with adorable interactions between parents and children. Võ Tấn Phát's transformation from a "dominant CEO" to a "scrap collector" amused the online community.
• Về Quê Làm Giàu: This reality show offers unique hands-on experiences exploring local specialties. It quickly garnered attention thanks to the participation of famous artists like J97, MC Quyền Linh, and Hari Won. Most of the show's highly discussed posts revolve around J97.
• Đấu Trường Gia Tốc – Run For Time Vietnam: Officially launched with Episode 0 airing on May 18, the show features "Anh Trai" members like Dương Domic, HURRYKNG, and Rhyder, along with the comedic duo Ngô Kiến Huy and Cris Phan, capturing audience attention. However, viewers noted that the game's rules were too novel, making them hard to grasp initially.
• Tổ Đội 102: Although it concluded mid-month, the show still secured a spot on the BSI Top10 Shows chart. Audiences expressed longing for the program, especially the humorous interactions between Lê Dương Bảo Lâm and Quang Hùng MasterD.
• Bố Ơi, Mình Đi Đâu Thế? aired its first episode on May 19, 2025. The online community showed great interest as father Thái Hòa “cosplayed” as H-Chicken, G-Dragon’s younger brother, together with little Minh Khôi attending the program’s launch event. However, the scene where the show scared little Minhee to tears received strong criticism from viewers. This was the main reason why the program's Sentiment Score was significantly lower compared to other shows (Sentiment Score = 0.65).
• Đường Lên Đỉnh Olympia this month highlighted Đặng Quốc Bảo – the contestant who scored up to 270 points in the weekly competition, far surpassing the other contestants. News sites in Nghệ An simultaneously published articles congratulating Đặng Quốc Bảo.
• Running Man Việt Nam Season 3, even though only a few teaser announcements were released, managed to excite the audience immensely. The current topic drawing the most attention is the program’s cast lineup. Many users expressed hopes that the production team would retain the original Season 1 cast.

Appendix

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Detailed information on the metrics constituting the BSI for the BSI Top10 Campaigns, BSI Top10 Influencers, BSI Top10 Events, and BSI Top10 Shows in May 2025.

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For more information and in-depth discussions on how to evaluate brand health, campaigns, and optimize customer engagement performance on social media based on the BSI – Buzzmetrics Social Index, please contact the Buzzmetrics representative team via email at info@buzzmetrics.com.

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