Google Reveals the Year’s Top Search Trends

Google Reveals the Year’s Top Search Trends – Google has released its 2025 Year in Search for South Africa, showing what people in the country tried to understand, fix, follow and debate over the past year. The report tracks the fastest-rising searches, offering a clear sense of the stories, questions and moments that shaped public curiosity.

Major subject of South Africa – General Nhlanhla Mkhwanazi

General Nhlanhla Mkhwanazi was one of the major subjects of South Africa’s top searches for 2025. His visibility grew through regular media briefings and increased scrutiny of his work, with searches for him surging in July when he accused senior political leaders and police officials of corruption. Recurring events like Earth Day also ranked highly, reflecting sustained public interest in climate change and environmental issues.

AI emerged as another defining theme this year, marking a turning point in how South Africans engaged with Search and embedding it more deeply into everyday information-seeking behaviours. The surge in queries such as “Google Gemini” highlights the country’s rapid embrace of emerging technology and a growing desire to understand and access powerful AI tools.

South Africans also followed major local and international affairs, with searches for the G20 summit and the Budget speech featuring prominently in the top “When is” searches, highlighting strong public interest in political and economic developments. Practical financial matters also drew attention, with the new two-pot retirement system appearing among the top ‘How to’ searches, showing people’s desire to understand the policy and navigate online withdrawals

‘How to’ search

The top-trending ‘How to’ search was ‘How to vote on Big Brother,’ highlighting South Africans’ intense engagement with a fiercely competitive season that dominated social media and everyday conversation. Interest in entertainment also showed up in film and music searches, with actor Aaron Pierre topping the Most Searched Actors/Actresses list. His appearance on The Jennifer Hudson Show sparked a wave of online attention, driven by viral clips and the widely shared “Aaron Pierre is Mufasa” sound, which kept him at the centre of conversations across social media and entertainment news.

Scotts Maphuma also ranked among the top-searched artists, driven by a string of viral videos and public incidents that pushed him into the spotlight and fuelled widespread discussion about his behaviour towards fans and its possible impact on his career.

Food trends were a highlight this year, with pickled fish emerging as the top trending recipe of 2025. Searches spiked over Easter and later in the year, fueled by modern twists shared online, showcasing a blend of tradition, nostalgia, and viral food culture.

Sports searches

Sports searches reflected South Africans’ diverse interests. International footballer Diogo Jota, who passed away this year, was the most searched athlete, followed by the Rugby Championship log table, which tracks the progress of the four-nation annual tournament featuring South Africa, New Zealand, Australia, and Argentina. Women’s sports also featured prominently, with the Women’s Rugby World Cup and Women’s Cricket World Cup ranking among the top 10 searches.

Alongside sports, South Africans also reflected on the legacies of cultural icons we lost this year. Singer Winnie Khumalo’s musical contributions were widely celebrated, while searches spiked for Presley Chweneyagae and Nandi Nyembe, whose passing prompted nationwide recognition of their impact on film and television. These trends underscore the enduring influence of artists whose work continues to inspire and resonate across generations.

“Year in Search continues to highlight what matters most to South Africans. From celebrating our icons to navigating everyday life, Search remains a trusted tool helping people explore, learn and stay connected. This year also showed how deeply AI is becoming integrated into people’s daily information journeys.” ~ Kabelo Makwane, Country Director for Google South Africa.

The complete lists of what South Africans searched for most in 2025

For more information on Google’s Year in Search across the globe visit the Google’s trends site here.