Understand it, make it, survive it and do it. Here’s what Kiwis searched for in 2025
New Zealand’s 2025 Year in Search paints a picture of a population that is pragmatic, hyper-vigilant and digitally aware.
We’re deeply engaged in local matters, from weather warnings, engagement in political processes, to the sporting games, matches and tournaments. We’re still sports mad—the All Blacks are the most referenced search term of the past five years and our ‘Kiwis’ list is dominated by our star athletes.
Simultaneously, we kept an eye on the global stage—whether it was a CEO on a jumbotron, singing our hearts out to KPop Demon Hunters, or a fascination with Labubu. From spotted dick recipe to the pink salt trick, with a whitebait fritter for good measure, our culinary adventures were vast and surprising. We searched for conversation starters, commentators and controversial figures, in the likes of Charlie Kirk, Ed Gein and Belle Gibson. While mourning the loss of legends like Jane Goodall and Diane Keaton. And, what on earth is 6 7?
Every day Kiwis turn to Google Search to learn, discover and get stuff done. Here are the four themes that defined the year.
1. Searching for Safety
Search isn’t just a library anymore; it’s a real-time safety tool. Our desire for information about immediate weather hazards has never been more pronounced, with wind warning, rainfall warning and tsunami warning topping our local moments. We remained vigilant around natural disasters like Cyclones Tam and Alfred, and monitored health threats like the resurgence of measles.
2. Shift from spectator to participant
This year we moved from passive reading to active doing. Kiwis were looking for actionable paths to civic engagement, not just headlines, with how to make a submission to the Treaty Principles Bill and politicians piqued our interest.
3. The "Homesteading" and Self-Sufficiency Shift
Cost of living pressures brought us back to basics. We swapped convenience for kitchen skills, searching for how to make butter, buttermilk, sourdough starter, bread, and—surprisingly—soft boiled eggs from scratch. Searches for chicken breast and pink salt trick could be driven by broader health trends.
This "financial self-defense" extended to our wallets, with spikes in searches for the revenge saving financial trend, how to calculate tax refund, how to invest money in shares and how to make a YouTube channel.
4. From Feed to Reality: Culture, Generated
Viral trends dictated real-world habits in 2025, with global internet culture dictating consumption habits. Evidenced by our desire to make dubai chocolate, pistachio cream and matcha. We also swapped intellectual word games for generative AI. Mainstream adoption arrived as Kiwis embraced AI-driven aesthetics like Barbie AI and viral photo prompts.
Here’s the top trending lists:
Overall Searches
- Charlie Kirk
- COPD treatment
- Osteoporosis treatment
- Tom Phillips
- All Blacks vs France
- Ozzy Osbourne
- Cyclone Alfred
- Iran
- Ed Gein
- Club World Cup
Kiwis
- Joseph Parker
- Benjamin Doyle
- Lorde
- Liam Lawson
- Daniel Hillier
- Kai Kara France
- David Nyika
- Brooke Van Velden
- Chris Wood
- Stuart Nash
Loss
- Charlie Kirk
- Tom Phillips
- Michelle Trachtenberg
- Gene Hackman
- Hulk Hogan
- Diane Keaton
- Val Kilmer
- David Lynch
- Robert Redford
- Jane Goodall
People
- Belle Gibson
- D4vd
- Diogo Jota
- Pope
- Andy Byron
- Luke Combs
- Jimmy Kimmel
- Tyler Robinson
- Kendrick Lamar
- Prince Andrew
Local Moments
- Wind warning
- Rainfall warning
- Tsunami warning
- Thunderstorm warning
- Cyclone Tam
- Treaty Principles Bill Submission
- Metallica Auckland
- Tongariro Fire
- Measles
- Sail GP Auckland
Global Moments
- Cyclone Alfred
- Iran
- Day of the Dead
- LA Fires
- Labubu
- Russia Earthquake
- KPop Demon Hunters
- Bianca Censori Grammys
- 67
- Air India Crash
How To…
- How to make butter
- How to invest money in shares
- How to make buttermilk
- How to get rid of bed bugs
- How to screenshot on Macbook
- How to watch All Blacks vs France
- How to soft boil an egg
- How to say Happy Matariki in te reo Maori
- How to clear cache on Chrome
- How to calculate a tax refund
Definitions:
- Plancha
- Taki
- Parens
- Loris
- Hubris
- Atria
- Ziti
- Ouroboros
- Orgo
- Seitan
Internet Trends/Memes
- Viral Ice Cream
- Action Figure Trend
- Mango Ice Cream
- Barbie AI Trend
- Revenge Saving Financial Trend
- Peach Ice Cream
- What is the 6 7 Trend
- Squishy Toy Trend
- Polaroid Trend
- Starter Pack Trend
Sports Events
- All Blacks vs France
- Club World Cup
- India vs England
- Auckland FC
- India vs Australia
- Champions Trophy
- New Zealand vs Pakistan
- Super Rugby Fantasy
- All Blacks vs Australia
- New Zealand vs West Indies
How to make…
- How to make a submission on the treaty principles bill
- How to make pistachio cream
- How to make matcha
- How to make sourdough starter
- How to make bread
- How to make a YouTube channel
- How to make apple crumble
- How to make hard boiled eggs
- How to make green
- How to make dubai chocolate
- How to make hair grow faster
