Google’s Year in Search 2025 provides an intriguing glimpse into what captivated South Africans online throughout the year. From bargain-hunting on affordable e-commerce platforms to embracing cultural traditions and engaging with digital entertainment, these trending searches reflect economic realities, nostalgic comforts, and evolving leisure pursuits in a dynamic society.
The report highlights the fastest-rising searches—those with the biggest spikes in volume compared to 2024—offering a unique window into the moments, questions, and curiosities that defined 2025 for South Africans.
Temu Dominates as South Africa’s Top Trending Search
Claiming the number one spot in Google’s 2025 trending searches for South Africa was Temu, the Chinese-owned e-commerce platform by PDD Holdings. Its explosive popularity underscores a nationwide quest for value amid ongoing economic pressures.
Temu officially launched in South Africa in January 2024, quickly gaining traction through ultra-low prices and aggressive advertising. By 2025, it had become deeply embedded in shopping habits, with its direct-from-manufacturer model cutting out intermediaries to deliver unbeatable deals on a wide array of products, including clothing, electronics, household items, and beauty essentials.
Key drivers of its success included an expansive catalog, gamified app features like discounts and rewards, and improvements such as local warehousing for quicker deliveries. In a market where affordability is paramount, Temu’s appeal was irresistible, even amid discussions around product quality and regulatory scrutiny.
This trend signals a broader shift toward international online marketplaces, as South Africans increasingly prioritize savings and convenience in their purchasing decisions. Temu’s rise not only disrupted local retail but also highlighted how global platforms are reshaping consumer behavior in emerging markets.
Beyond mere shopping, Temu searches reflected practical responses to inflation and cost-of-living challenges, with users seeking ways to stretch budgets without compromising on variety or access to trendy items.
Pickled Fish: Tradition and Nostalgia Fuel Viral Searches
One of the most endearing trends was the surge in searches for pickled fish, which topped the recipes category and featured prominently in “how to” queries, especially “how to make pickled fish.”
Known as ingelegde vis in Cape Malay culture, this beloved dish is a cornerstone of Easter celebrations across many South African homes, particularly in the Western Cape. It involves frying firm fish like hake or snoek, then preserving it in a vibrant curry-infused vinegar sauce with onions, spices, sugar, and tangy elements for a harmonious sweet-sour-spicy profile.
Searches peaked around Easter but maintained momentum throughout the year, boosted by social media content showcasing innovative adaptations. Younger generations shared recipes incorporating contemporary twists, such as added herbs, chili variations, or fusion elements, while preserving the dish’s heritage.
In a time of rapid change, pickled fish represented continuity and comfort food at its finest. Its prominence illustrates how South Africans turned to Google to reconnect with family traditions, explore multicultural cuisine, and pass down recipes in the digital age.
This culinary trend also mirrored a wider resurgence in home cooking, driven by economic factors and a desire for authentic, flavorful meals that evoke shared histories and community bonds.
From generational hand-me-downs to viral TikTok tutorials, pickled fish searches captured the blend of preservation—both literal and cultural—that defines South African food stories.
Hollywoodbets: The Rise of Online Betting Queries
Highlighting the expansion of digital gambling, “how to log in Hollywoodbets” emerged as the second most trending “how to” search in 2025.
Hollywoodbets, a homegrown betting brand with origins in horse racing, has evolved into a comprehensive online platform offering sports wagering, lucky numbers, casino games, and live in-play options.
The frequent login-related searches point to high user activity, with punters accessing the site for local favorites like soccer and rugby, as well as international events and draws. Accessibility features, such as data-free browsing and a vast network of physical branches, further broadened its reach.
This trend reflects shifting entertainment preferences, where quick, mobile-friendly betting provides excitement and potential rewards in uncertain times. It also spotlights the normalization of online gambling as a mainstream pastime.
Responsible gambling remains a priority, with platforms like Hollywoodbets prominently featuring resources and helplines to support users in maintaining healthy habits.
The popularity of such queries underscores broader digital adoption in leisure, as South Africans embrace convenient ways to engage with sports and games from anywhere.
Insights into South Africa’s 2025 Digital Landscape
Google’s 2025 Year in Search paints a portrait of a nation balancing practicality with pleasure: savvy shopping via Temu, cultural reconnection through pickled fish, and thrilling escapism with Hollywoodbets.
While other spikes included AI tools, political developments, and sports tragedies, these three stood out for their relatable, everyday resonance. They weave together themes of resilience, heritage, and adaptation in a fast-evolving world.
As e-commerce giants expand, traditional recipes go viral, and online platforms innovate, these trends reveal the priorities driving South African searches—value, identity, and enjoyment amid challenges.
Ultimately, 2025’s searches affirm a curious, connected populace navigating modern life while honoring roots and seeking moments of joy.
Key Highlights from SA’s 2025 Google Trends
– Temu led overall trending searches, transforming affordable online shopping.
– Pickled fish dominated recipes, blending tradition with contemporary appeal.
– Hollywoodbets login queries signaled booming digital betting engagement.
Together, these capture a year of economic ingenuity, cultural pride, and digital leisure in South Africa.