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Nearly 24 million discussions were recorded in just 10 days, from December 20, 2025 to January 5, 2026 - even though Tet is still more than a month away. This once again confirms the undeniable importance of Tet to Vietnamese consumers. Brands across multiple industries have already begun gearing up and launching their Tet campaigns. In this context, let’s take a closer look with Buzzmetrics at the early-stage Tet conversations at the beginning of 2026.
With over 1.1 million discussions and 53 million views across social platforms, “Năm Số 9” (“Year of Cleansing”) has emerged as one of the most viral social slang of 2025. Commonly associated with online drama and emotional turbulence, it’s often used by netizens to explain or react to any chaotic event—especially in entertainment. However, Buzzmetrics’ data reveals a deeper, more nuanced story behind “Năm Số 9.” Beyond its “drama-laden” surface meaning, let’s uncover what lies beneath this social slang phenomenon.
Trí tuệ nhân tạo (A.I) với sự xuất hiện của ChatGPT đã tạo nên cơn sốt đầu năm 2023. Tại thời điểm đó, theo thống kê của Buzzmetrics, người dùng đã loay hoay với hàng loạt câu hỏi như “ChatGPT là gì?”, “ChatGPT có thay thế được con người không”, “ChatGPT có thể dùng trong lĩnh vực nào?”. Hai năm tiếp theo, chủ đề về A.I trên mạng xã hội đã có những bước chuyển lớn và ngày càng thâm nhập vào đời sống người dùng Việt Nam.
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According to a report from the Ministry of Health, as of June 2025, Vietnam has more than 10 million people living with chronic kidney disease, with the most concerning issue being the rapidly increasing rate of young patients. Meanwhile, in the first half of 2025, “kidney failure” emerged as a widely discussed topic across social media platforms. There have been over 637,000 discussions, with a sharp surge starting in March 2025 and continuing through July 2025.
In 2025, Vietnam’s beauty market is entering a new growth phase, driven by changes in how consumers approach and sustain personal care habits. Alongside the advantages of a young population and the rapid expansion of e-commerce, consumer behavior increasingly reflects the role of beauty as part of everyday life. Amid intensifying competition between domestic and international brands, Vietnam is emerging as a key market in Southeast Asia, marked by the intersection of beauty, technology, and evolving consumer culture.Within the skincare category, growth momentum is shifting away from intensive treatments and multi-step routines toward the need to maintain stable skin conditions that fit into daily lifestyles. This shift is also evident in social media discussions, where skincare is increasingly perceived as a long-term living habit rather than a short-term beauty solution.Buzzmetrics’ report Vietnam Facial Skincare – Market Shifts & Evolving Consumer Demands (2024–2025) analyzes more than 61 million skincare-related discussions collected between October 1, 2024 and September 30, 2025. The report highlights how consumers’ perceptions, product choices, and usage behaviors have evolved compared to previous years.
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In recent years, the shampoo category in Vietnam - especially on E-commerce platforms-has witnessed intense competition, coming not only from long-established local brands but also from ambitious international brands, driven by increasingly diverse consumer needs. According to Buzzmetrics’ observations, some brands have recognized and leveraged social media to shape consumers’ purchase intentions.
Buzzmetrics’ analysis of Vietnam’s 2025 housing market recorded more than 5 million discussions related to residential real estate in the first six months of the year. This volume indicates that homebuying demand is no longer in a wait-and-see phase; it has shifted into active exploration, comparison, and serious consideration. At the same time, macroeconomic data points to clear signs of recovery: H1 GDP growth reached 7.52%, Q2/2025 transactions increased by more than 20% YoY, and both housing supply and newly approved projects continued to rise. The market is no longer driven by short-term investment expectations, but by genuine end-user demand - especially among young families and first-time buyers.
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As winter arrives, demand for warm-fashion on social media surges and gives rise to distinct seasonal consumer behaviors. Buzzmetrics research shows that knitwear is not only an essential wardrobe item but has also evolved into an emotionally meaningful product—often chosen to express care for loved ones during the year-end period. This article analyzes social media discussion data and offers content directions to help brands optimize their communications for the peak season.
Gen Alpha is predicted to soon become a core consumer group, driving significant changes in the economy and emerging as a highly promising target audience for brands.
For a long time, Millennials have been considered the main consumer force by brands due to their strong purchasing power and continuous growth over the years. However, this generation is now showing signs of being caught up by a completely new generation: Gen Z. According to Nielsen, by 2025 in Vietnam, Gen Z is expected to reach 15 million people and account for 30% of the consumer base.
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Following a disruptive 2021 caused by the pandemic, the banking industry has witnessed an emergence of new trends. One of the most notable in recent times is the shift toward youth-oriented content to target Gen-Z - a key customer segment with strong potential in the future.
This is one of a series of articles that show the real picture of how social media listening and tracking tools work, especially Buzzmetrics, a tool that is being used to track campaigns and brands.
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Matcha has become a global beverage phenomenon in recent years, even leading to shortages in Japan (according to Thanh Nien Newspaper). In Vietnam, the matcha market size is forecasted by Mobility Foresights to grow from USD 340 million in 2025 to USD 500 or even USD 780 million by 2030. Furthermore, according to IPOS, consumers are willing to pay an extra VND 10,000 - 20,000 for a high-quality cup of matcha. So, how is matcha being discussed on social media?
With over 1.1 million discussions and 53 million views across social platforms, “Năm Số 9” (“Year of Cleansing”) has emerged as one of the most viral social slang of 2025. Commonly associated with online drama and emotional turbulence, it’s often used by netizens to explain or react to any chaotic event—especially in entertainment. However, Buzzmetrics’ data reveals a deeper, more nuanced story behind “Năm Số 9.” Beyond its “drama-laden” surface meaning, let’s uncover what lies beneath this social slang phenomenon.
The tourism industry is constantly evolving and expanding, from service amenities to a variety of travel types that cater to the needs of travelers. According to statistics from Buzzmetrics, at the beginning of 2024, a new wave of travel, known as "healing travel," emerged and gained significant attention among the youth. Instead of merely sightseeing and entertainment, healing travel offers visitors a peaceful space, an opportunity to connect with nature, and a chance to rejuvenate body, mind, and spirit after the pressures of modern life.
The global economy has just experienced a tumultuous 2023, leading to gold - the safest haven - continuously hitting new highs. On social media in Vietnam, public reactions to the topic also correlate with the price fluctuations.
The Lunar New Year (Tet) season has always been the most fiercely competitive "battleground" of the year for Vietnamese marketers, where brands pour their full resources into capturing the minds and hearts of consumers. As no exception, the upcoming Tet 2026 is forecasted to witness a race more intense and cutthroat than ever before.
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In the banking industry—where brand trust, digital experience, and the speed of information diffusion play a critical role in building and sustaining customer loyalty—social media data should not be leveraged only when a crisis occurs. On the contrary, social data continuously and directly reflects the needs, expectations, and “pain points” of financial service users, ranging from service fees and transaction processes to digital platform experiences and expectations for new banking features. When systematically analyzed, insights derived from social listening become a strategic input for banks to inform product development, optimize the customer journey, and fine-tune communication strategies in line with market context and evolving consumer behavior. Therefore, the key question is no longer whether banks need social listening, but rather how millions of social conversations can be transformed into timely, focused decisions with measurable business impact.
Trong bối cảnh thị trường bão hòa thông tin, thương hiệu có nhiều dữ liệu hơn bao giờ hết nhưng lại ít câu trả lời rõ ràng hơn. Nếu không có một phương pháp bài bản, insight giá trị sẽ bị nhấn chìm giữa “biển dữ liệu”, khiến chiến dịch rời rạc và ngân sách bị lãng phí. Insight for Planning Framework của Buzzmetrics được xây dựng trên nền tảng Qualified Metrics, giúp biến dữ liệu mạng xã hội & TMĐT thành lộ trình marketing 3 bước: từ xác định insight người dùng thật, phát triển Big Idea đến triển khai & tối ưu chiến dịch với kết quả đo lường được.
In the process of implementing communication campaigns, many brands tend to apply previously successful formulas or rely on market observations to quickly implement tactics such as advocacy, creating debates, or mini-games... in order to achieve goals related to coverage or discussion volume.
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