Alt Text: Tablescape illustration of Google Year in Search 2025 for Aotearoa New Zealand by Kiwi artist Brogan Scott.
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
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
