In 2025, Nigerians turned to Google to navigate a year full of political developments, cultural phenomena, and entertainment milestones. From high-stakes political shifts to the viral “Labubu” craze, Google searches reflected the nation’s curiosity and engagement with both local and global events. The annual Google Year in Search provides a unique snapshot of what captured the attention of Nigerians, revealing the issues, people, and trends that defined the year.
Politics dominated public interest, with Senator Natasha Akpoti emerging as the most searched Nigerian personality. Her prominence highlighted how central political discourse was in shaping conversations nationwide. Beyond local politics, Nigerians closely followed international headlines, including the Israel-Iran conflict and the U.S. elections, showing that global affairs remain a key focus of the country’s online curiosity.
The nation also paused to reflect on the legacies of influential figures. The passing of former President Muhammadu Buhari sparked a surge in searches about his tenure, while sports fans mourned the loss of iconic Super Eagles goalkeeper Peter Rufai. Even internationally, the death of Pope Francis prompted widespread online engagement, underlining the global scope of Nigerian search trends.
Entertainment, however, was undeniably Nigerian-led. The music scene captured hearts across the country, with Tkeyz ft. Steve Hills’ gospel hit “Oluwatosin (Jesus is Enough)” topping the charts alongside high-energy Afrobeats tracks like Fido’s “Joy is Coming” and Davido & Omah Lay’s “With You.” In film, Director Kemi Adetiba emerged as one of the most searched personalities thanks to the success of the hit show To Kill a Monkey, reflecting local pride in Nigeria’s creative industry.
Google searches also revealed how Nigerians engaged with culture and lifestyle trends. Viral questions like “What is Labubu?” and the meaning of “Achalugo” from the YouTube film Love in Every Word dominated search queries. Even food and drink trends made the list, from traditional Chinchin recipes to global favorites like Pornstar Martinis and health-focused Ginger Shots. According to Taiwo Kola-Ogunlade, Communications and Public Affairs Manager for West Africa, “The 2025 Year in Search is more than just data; it’s a vibrant, unfiltered mirror of our collective attention.”
source: The Guardian