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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?
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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.
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.
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.
