Google has released its 2025 Year in Search report, revealing the topics that captured the most attention among Nigerian internet users throughout the year. Former President Muhammadu Buhari, Senator Natasha Akpoti-Uduaghan, and the viral toy character known as Labubu were among the most searched subjects in the country.
The death of former President Buhari generated one of the biggest surges in search activity as many Nigerians went online to revisit details about his political career and legacy. Other significant deaths, including those of Super Eagles legend Peter Rufai, Pope Francis, and footballer Diogo Jota, also drew widespread interest.
Political developments and global affairs were heavy drivers of online engagement. Senator Natasha Akpoti-Uduaghan emerged as the most searched Nigerian personality of the year, reflecting her growing national profile and the intense public interest surrounding her political activities. International events such as the Israel–Iran conflict and the United States elections also ranked prominently among news-related searches.
Technology remained a major area of curiosity, with the newly launched iPhone 17 topping device-related queries. Budget-friendly options like the Tecno Pop 10, Redmi 14C, Tecno Spark 40, and Infinix Note 50 Pro also featured strongly, underscoring Nigerians’ interest across both premium and affordable gadgets.
Entertainment trends shaped much of the online conversation. The most searched song was “Oluwatosin (Jesus Is Enough)” by Tkeyz featuring Steve Hills, followed by Fido’s “Joy Is Coming” and the collaborative track “With You” by Davido and Omah Lay. In Nollywood, director Kemi Adetiba drew high search traffic due to the popularity of her series To Kill a Monkey, which became the most searched Nigerian show of the year. International series such as Squid Game, Wednesday, and Bon Appétit, Your Majesty also attracted strong interest.
Nigerians also turned to Google to understand viral cultural trends. “What is Labubu?” was the most asked question of the year as the toy figure became a nationwide phenomenon. Searches for the meanings of trending expressions like “Achalugo,” “Kelebu,” “Sope Purr,” “Ozempic,” and “nepo baby” reflected the fast-moving nature of online slang.
Food and lifestyle searches showed a blend of local and global influences. Among the top recipe searches were chinchin, ginger shots, pornstar martini, sausage rolls, lasagne, Chinese rice, and asun rice.
Commenting on the findings, Taiwo Kola-Ogunlade, Google’s Communications and Public Affairs Manager for West Africa, described the Year in Search report as a vibrant reflection of the issues and trends Nigerians engaged with in 2025. Google said the data provides an unfiltered picture of public curiosity, spanning major news events, cultural shifts, technology, entertainment, and everyday lifestyle interests.
