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Regarding social and economic news/ events, Vietnamese people are most concerned about natural disasters. Besides, they are interested in economic news like gold prices and the Van Thinh Phat scandal.
The year 2024 witnessed a surge in Vietnamese entertainment programs and concerts, dominating social media discussions (Brother Say Hi and Call me by fire).
Pickleball and Blind box (with 2 dominating characters Labubu and Baby Three) are top social trends blooming in 2024.
People in HCM catch up trends more quickly than in Hanoi. They also prefer young, dynamic, entertaining shows (Brother Say Hi, 2 Days 1 Night) more, while people in Hanoi prefer professional, formal shows (Call me by fire, Sister who makes wave) more.
500 Vietnamese respondents, equally split among gender, age group (20-29 y.o. and 30-39 y.o) and area (Hanoi and HCM)
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