Google Releases 2025 Year in Search for South Africa

South Africans Turn to Google to Decode a Defining Year

Google has unveiled its 2025 Year in Search for South Africa, offering a detailed snapshot of what the nation tried to understand, fix, navigate and debate over the past year. The annual report highlights the fastest-rising queries across major categories—revealing the stories, questions and cultural moments that shaped public conversation in 2025.

General Nhlanhla Mkhwanazi Dominates National Curiosity

General Nhlanhla Mkhwanazi emerged as one of the most searched topics in the country this year. His name surged particularly in July after he accused senior political leaders and police officials of corruption, sparking intense public scrutiny and a spike in Google searches. His frequent media briefings kept him at the centre of national debate, making him the second most-searched overall term of 2025.

Recurring events also captured consistent attention, with Earth Day ranking among the top searches—reflecting South Africa’s sustained interest in environmental issues and climate awareness.

AI Takes Centre Stage in Everyday Life

Artificial intelligence was a defining theme throughout the year, signalling a major shift in how South Africans engage with digital tools. Searches for “Google Gemini” soared as people explored AI’s growing influence and sought ways to integrate it into daily problem-solving and information-seeking.

The inclusion of “Chat GPT free” and other AI-related terms among the top overall searches underscores the country’s rapid adoption of emerging technologies.

Politics, Policy and Public Finance Take Priority

National and global political affairs also dominated Search. “When is the G20 summit?” and “When is the Budget speech?” ranked highly among “When is” queries, pointing to strong interest in political timelines and economic updates.

Personal finance was another major focus, as South Africans sought clarity on significant policy updates. The new two-pot retirement system drove one of the top trending “How to” searches: How to apply for two-pot system online withdrawal. Queries related to Sassa payment dates, tax returns and online applications further illustrated the public’s need for accessible financial and administrative guidance.

Entertainment Trends: Big Brother Fever and Rising Stars

The most searched “How to” query of 2025 was How to vote on Big Brother, confirming the show’s dominance in entertainment and social media chatter.

In film and television, British actor Aaron Pierre topped the Most Searched Actors/Actresses list. His appearance on The Jennifer Hudson Show and the viral “Aaron Pierre is Mufasa” sound kept him trending for months.

On the music front, Scotts Maphuma led the top artist searches. His prominence was fuelled by a mix of high-energy performances, viral videos and widely discussed public incidents that provoked debate about his behaviour and career trajectory.

Food Culture: Pickled Fish Leads Viral Recipe Trends

Culinary curiosity also played a role in shaping the year, with pickled fish taking the top spot in trending recipe searches. Interest peaked around Easter and again later in the year, as online creators reimagined the traditional dish with modern twists. From amasi scones to Thai green curry, South Africans continued to blend nostalgia with contemporary food culture.

Sporting Highlights and Losses That Shaped the Year

International footballer Diogo Jota was the most searched athlete of the year after his passing, followed by intense interest in the Rugby Championship log table. Women’s sports also drew significant attention, with the Women’s Rugby World Cup and Women’s Cricket World Cup ranking within the top search trends.

The nation also paused to remember cultural icons lost in 2025. Singer Winnie Khumalo topped searches related to notable losses, while the deaths of actors Presley Chweneyagae and Nandi Nyembe triggered widespread reflection on their artistic legacies.

Google: “Year in Search Shows What Matters to South Africans”

“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.”

Top Rankings: What South Africans Searched for in 2025

Top Searched Losses

Winnie Khumalo, Gene Hackman, David Mabuza, Diogo Jota, Presley Chweneyagae, Diane Keaton, Charlie Kirk, Nandi Nyembe, Tendai Ndoro, Douw Steyn

Top Trending “How To” Searches

How to vote on Big Brother; How to log in Hollywoodbets; How to apply for SAPS online; When is Sassa payment for February 2025; How to qualify for Club World Cup; How to check tax return; How to apply for two-pot system online withdrawal; How to check R370 payment date; How to apply for refugee status in USA from South Africa; How to make pickled fish

Most Searched Actors/Actresses

Aaron Pierre, Jason Statham, Tyler Perry, Miles Teller, Jacob Elordi, Josh Duhamel, Dave Bautista, Presley Chweneyagae, Makoto Phumodi, Don Mlangeni

Top Sporting Trends

Diogo Jota; Rugby Championship table; Women Rugby World Cup; World Athletics Championships; FIFA Club World Cup; U20 Rugby final; School Rugby rankings; Bafana Bafana; Women Cricket World Cup; South Africa U20 AFCON