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Not only organizing exclusive Workshops with creative "masters" in the advertising industry, Aurora also has professional training sessions with the desire to be able to keep up with trends, especially on social networking platforms. favored by many users.

Let's discover the valuable information that has been selected by Light Chaser in reports from Tiktok, Google, Instagram!

REPORT 03: Report “Google - Vietnam Year in Search”

After 3 years of facing the challenges and turmoil of the Covid 19 pandemic, Vietnamese people are looking for a lifestyle of their own. Google - Vietnam Year in Search has pointed out three main consumer trends.

👉🏻 Trend 01: Soul Searching (Searching for self-worth)

• Searching for cultural identities
  • 50% of Gen Z consumers support brands that embody Vietnamese cultural values
  • The number of searches for the term “Vietnamese Culture” increased by 90%
• Searching with personal identity
  • Selective searches on topics of self-care, gender identity & orientation, especially gen Z.
  • The number of searches for the term “What is gender equality” in Vietnam increased by more than 150%, the number of searches for the term “LGBT” increased by more than 50%.
• Look for Professional Values
  • Trends looking for new opportunities and ways to stand out in the eyes of employers: Searches for “Salary Deals” and “Applications” increased by 20%.

Brands need to aim to understand customers in a comprehensive way: gender, race, ethnicity, sexual orientation, ... but still need a personalization element in each product, each campaign. In addition, brands that portray women, minorities, and advocate for social issues are also more well-received by consumers.

👉 Trend 02: Value Hunting (Focusing on real value)

• Finding values and knowledge
  • Consumers tend to think more carefully about their shopping choices, especially in Healthcare and Consumer Electronics; seek information to improve understanding of finance and economics.
  • 73% of customers in Southeast Asia shift their spending budget from shopping on demand to shopping on demand.
  • Searches for the economic definition of “what is inflation” increased by 140%, “what are commodity prices” by 260%, and searches for “cryptocurrency” increased by 50%.
• Save money and protect the Earth
  • 73% of consumers in Southeast Asia are willing to choose sustainable products and services
  • The number of searches for the phrase “causes of environmental pollution” increased by 230%.
• Prestigious brands play a leading role
  • For Southeast Asian consumers, there are three top factors influencing purchasing decisions: positive reviews, established brands, and return services/money-back guarantees.

👉🏻 Trend 03: Finding Joy

• From luxuries and simple things
  • Consumers tend to value value but are not ready to give up the small, luxuries in life.
  • 68% of Vietnamese are willing to buy non-essential products/services if there is a promotion.
  • Rebooting tourism demand
    The number of searches for resort travel increased by more than 40% in 2022.
• Take advantage of online tools to enjoy life
  • Searches for “recent massage” increased by 150% and “seafood restaurant” by 70% in 2022.năm 2022. 

👉🏻 Read Part 01 - TikTok Trend Report 2023 Analysis Here

👉🏻 Read Part 02 - Analysis of Instagram's 2023 Trend Report Here