Buhari, Natasha Akpoti-Uduaghan, Labubu, Top Nigeria’s 2025 Google Search Trends
Nigeria’s online curiosity in 2025 painted a vivid picture of a Nation balancing political awakening, cultural obsession and National reflection, as Google released its annual “Year in Search” report highlighting the most-queried names, events and trends across the Country.
The data revealed that three names dominated National interest more than any others: former President Muhammadu Buhari, Senator Natasha Akpoti-Uduaghan and the viral toy sensation known as Labubu.
According to Google, Buhari’s name recorded an enormous spike following his death earlier in the year. The former leader became the most searched public figure in the country as Nigerians flooded the internet to revisit highlights of his administration, read reactions to his passing and explore analyses of his political legacy. His exit from the National stage, even in death, reignited Nationwide discourse about governance, leadership and the future of Nigerian politics.
In the same year, Senator Natasha Akpoti-Uduaghan emerged as the most searched Nigerian personality. Her growing National profile, bold political voice and increasing relevance in National conversations made her one of the figures Nigerians monitored most closely. From her statements to her legislative interests and political trajectory, searches connected to Akpoti-Uduaghan reflected a surging public appetite for fresh political leadership.
Perhaps the most unexpected leader on the list was Labubu, a quirky toy brand that became a social-media obsession virtually overnight. Thousands of Nigerians, including many encountering it for the first time — flooded Google with questions such as “What is Labubu?” and “Why is Labubu trending?” The toy’s meteoric rise captured the energy of youth culture, viral challenges and internet-driven consumer trends that defined much of 2025.
Beyond individuals, Google’s report also highlighted broader categories that defined Nigerians’ search behaviour. In technology, the newly released iPhone 17 topped the device chart, but budget-friendly phones like the Tecno Pop 10, Redmi 14C and Infinix Note 50 Pro also ranked high, reflecting a market where smartphone access is both essential and aspirational.
In entertainment, Nollywood and Global streaming trends heavily shaped search patterns. Kemi Adetiba’s To Kill a Monkey, Netflix hits like Squid Game and Wednesday, and viral music collaborations led by Davido and Omah Lay dominated curiosity across platforms. Gospel favourite Oluwatosin (Jesus Is Enough) by Tkeyz featuring Steve Hills became Nigeria’s most-searched song of the year.
Nigerians also turned to Google for trending slang, lifestyle interests, and culinary explorations. Phrases like “Achalugo,” “Kelebu,” “Sope Purr,” and “nepo baby” were widely queried, alongside recipes ranging from chinchin and sausage rolls to lasagne, asun-rice and exotic cocktails.
In a statement, Google’s West Africa Communications Team described the list as “a mirror reflecting the Country’s interests, anxieties, celebrations and cultural moments.”
From political shifts to pop-culture waves, the 2025 search trends reveal a Country deeply engaged with both its evolving identity and the Global Digital pulse, one search at a time.
