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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.
Social Media KPIs are key performance indicators that measure a brand's effectiveness on social media. These metrics play a crucial role throughout an entire campaign—from the planning phase to post-campaign evaluation. With years of experience in market research and advising top brands, Buzzmetrics has identified four key steps in building Social Media KPIs for successful campaigns: (1) Defining campaign objectives – Establishing clear goals for what the campaign aims to achieve. (2) Understanding the significance of each metric – Knowing what each KPI represents and how it reflects performance. (3) Aligning campaign goals with measurement metrics – Ensuring that the selected KPIs accurately track progress toward strategic objectives. (4) Avoiding common misconceptions when setting KPIs – Recognizing and addressing potential misinterpretations to ensure accurate measurement.
