Merging provinces, 'summer vacation block', 'retirement block' dominate netizens' searches

In the second quarter, Vietnamese netizens were very interested in the merger of provinces and cities, waiting for the milestone of 'rearranging the country', along with a busy summer vacation with the 'retirement block' and the 'summer vacation block'.

"Summer vacation block" is one of the most searched keywords by Vietnamese internet users in the second quarter - Photo: KIEU TRANG

According to the search trend report for the second quarter of 2025 released by Coc Coc browser on July 7, the topic of merging provinces and cities along with phrases related to "summer vacation block" and "retirement block" are the most searched by Vietnamese Internet users.

The reorganization of 34 provincial-level administrative units quickly became a topic of widespread attention. Searches for "province-city merger" increased by 100%, while "new administrative map" increased by 172%, reflecting people's need to look up boundaries and update information.

In addition, from the parade to celebrate the 50th anniversary of the Liberation of the South and National Reunification (April 30, 2025), the two phrases "summer vacation block" and "retirement block" spread strongly on social networks as a Gen Z language phenomenon. These are the two most prominent slang words in the second quarter, with an explosive search growth of 13,315% on Coc Coc.

The structure "block + …" originates from phrases such as "parade block", "honorary vehicle block", "officer block" in the parade celebrating the Liberation of the South and National Reunification Day on April 30, 2025.

After this event, the word "block" was recreated by young people in daily life, creating humorous, visual variations such as "summer block" and "retirement block".

"Summer block" is used to refer to students returning to their hometowns for summer vacation, making their grandparents' houses bustling and messy - a funny but evocative description.

Meanwhile, the “retired mass” refers to the group of older people who are enjoying the quiet after many years of work.

Putting the two groups in opposition creates humorous situations, reflecting the differences between generations.

The two iconic phrases quickly became new language symbols, representing Gen Z's creative, witty perspective and ability to turn serious topics into online cultural material.

In the entertainment industry, audiences are gradually shifting to works with depth. TV series such as "Weak Hero Class 2", "Hunchback", "Lam Giang Tien" or the reality show "Haha Family" have recorded a sharp increase in search volume.

In cinema, Vietnamese works such as "Detective Kien", "Tunnel" and "Flip Side 8" attract attention thanks to their content related to history, psychology and family values.

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Source: https://tuoitre.vn/sap-nhap-tinh-khoi-nghi-he-khoi-nghi-huu-chiem-song-tim-kiem-cua-cu-dan-mang-20250707172821551.htm