As 2025 draws to a close, South Africa is reflecting on the stories, moments, and trends that defined the year, and Google has just released its Year in Search 2025 report for the country.
The report highlights the fastest-rising searches, offering insight into what South Africans were curious about, concerned with, or captivated by over the past twelve months.
One of the standout topics was General Nhlanhla Mkhwanazi, whose prominence in the media led to a surge in searches, particularly in July when he accused senior political leaders and police officials of corruption.
From his first appearance, Mkhwanazi commanded public attention, demonstrating the role of Search in following political accountability and national discussions.
Other recurring events also ranked highly, including Earth Day, reflecting sustained interest in climate change and environmental issues.
Artificial intelligence became a major conversation this year, marking a turning point in how South Africans engage with Search.
Queries like “Google Gemini” highlight the public’s growing curiosity about emerging AI technologies and a desire to access new tools. Google notes that this surge reflects AI’s integration into everyday information-seeking behaviours.
Major local and international events also featured prominently. Searches for the G20 Summit and the Budget speech dominated the “When is” category, underscoring strong public interest in political and economic developments throughout the year.
Music star Scotts Maphuma became one of the top-searched artists, fueled by viral videos and public incidents that sparked widespread discussion about his behaviour and potential impact on his career.
Food trends also caught attention, with pickled fish emerging as the top trending recipe in 2025. Interest peaked over Easter and later in the year, showing how traditional dishes with modern twists captured public imagination online.
South Africans also used Search to remember and celebrate the legacies of cultural icons lost in 2025. Singer Winnie Khumalo, and actors Presley Chweneyagae and Nandi Nyembe saw significant search spikes following their passing, highlighting the enduring influence of artists whose work continues to inspire generations.
“Year in Search continues to highlight what matters most to South Africans,” said Kabelo Makwane, Country Director for Google South Africa.
“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.”
The 2025 report underscores how South Africans use Search not only to stay informed about global and local events but also to explore culture, technology, and lifestyle trends, reflecting a society that is curious, connected, and increasingly digital-savvy.
anita.nkonki@inl.co.za
Saturday Star
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