Buhari, Natasha and Labubu Lead Nigeria’s Google Year in Search 2025
Google’s 2025 Year in Search report, released on Thursday, has revealed the most popular topics Nigerians searched for throughout the year. The list highlights how people across the country engaged with politics, entertainment, technology, global events, and viral pop culture moments.
Buhari’s Death Triggers Massive Online Searches
The passing of former President Muhammadu Buhari generated one of the biggest search spikes of the year, as Nigerians looked up details about his life, presidency, and political legacy. Other major losses—such as Super Eagles goalkeeper Peter Rufai, Pope Francis, and football star Diogo Jota—also drove high search activity, reflecting a year marked by notable deaths that captured nationwide attention.
Natasha Akpoti-Uduaghan Becomes Nigeria’s Most Searched Personality
Politics and public affairs dominated online curiosity in 2025. Senator Natasha Akpoti-Uduaghan emerged as the most searched Nigerian figure, according to Google, as citizens closely followed developments around her political rise and national influence. Internationally, the Israel–Iran conflict and the United States elections were among the top global news topics Nigerians followed online.
Tech Searches Led by iPhone 17 and Popular Budget Smartphones
Technology remained a strong area of interest. The iPhone 17 was the most searched device in Nigeria, reflecting demand for high-end smartphones. Budget-friendly devices also trended, including the Tecno Pop 10, Redmi 14C, Tecno Spark 40, and Infinix Note 50 Pro, showing Nigerians’ appetite for both premium and affordable tech options.
Entertainment Shaped the Nation’s Search Habits
Music, movies, and TV shows played a major role in shaping digital trends. The most searched song of the year was Oluwatosin (Jesus Is Enough) by Tkeyz ft. Steve Hills, followed by Fido’s “Joy Is Coming” and Davido & Omah Lay’s “With You.”
In Nollywood, filmmaker Kemi Adetiba saw a surge in interest due to the success of her hit series To Kill a Monkey, which became the most searched Nigerian show of 2025. International series such as Squid Game, Wednesday, and Bon Appétit, Your Majesty also ranked highly.
Labubu and Viral Internet Culture Dominate Curiosity
Nigerians flocked to Google to decode trending slang and viral fads. The question “What is Labubu?” topped general search queries as the collectible toy became a nationwide obsession. People also asked about the meanings of fast-moving words such as Achalugo, Kelebu, Sope Purr, Ozempic, and nepo baby, reflecting the impact of digital culture on everyday language.
Food, Drinks, and Lifestyle Searches Reflect Global Influence
Searches for recipes and lifestyle trends highlighted Nigerians’ diverse interests, with popular queries including chinchin, ginger shots, pornstar martini, sausage rolls, lasagne, Chinese rice, and asun rice.
Google Speaks on 2025 Trends
Commenting on the data, Google West Africa’s Communications and Public Affairs Manager, Taiwo Kola-Ogunlade, described the findings as a vibrant snapshot of the country’s collective focus.
He said, “Nigeria’s Year in Search is a lively reflection of what people cared about in 2025—from global conflicts and local politics to memes, recipes, and new slang.”
Google added that the results offer an “unfiltered mirror of our collective attention”, showing how Nigerians stayed connected to news, culture, entertainment, and technology throughout the year.
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