Introduction
Google’s “Year in Searches” report, based on Google Trends data, highlights the topics that gained significant interest in 2025. This report focuses on Mexico and global trends, showcasing how various aspects of society, technology, and culture shaped search behavior.
Mexico’s Search Trends
In Mexico, the search trends reveal a nation captivated by sports, artificial intelligence (AI) as a consumer product, and viral culture. Google served as a “second screen” for sports enthusiasts, with users exploring Gemini and DeepSeek while trends swiftly transitioned from social media to Google searches.
1. Sports Dominate Search Queries
Mexico’s top 10 search terms began with the Club World Cup and continued with Copa Oro, the FIFA U-20 World Cup, and Champions League. These searches weren’t merely driven by fanaticism but represented “second screen” queries about match schedules, venues, viewing options, results, standings, and controversies.
- Club World Cup
- Copa Oro
- FIFA U-20 World Cup
- Champions League
Additionally, a peak in boxing searches was observed for the Canelo vs. Crawford match.
2. AI Becomes Mainstream
The most significant technological insight from Mexico is the rise of Gemini, which ranked second in overall searches and led the “Technology” category. DeepSeek also entered the top 10, ranking second in “Technology.” This suggests a shift: AI is no longer sought as an abstract concept but as a practical tool for specific tasks (study, work, creativity, comparison).
3. Technology Remains a Massive Event
Mexico’s technology consumption culture maintains its calendar. The iPhone 17 appeared in the top searches, and alongside it, users sought information on specifications, pricing, release dates, availability, and comparisons for other platforms like YouTube Music.
4. Education Becomes a Trend: “Beca Rita Cetina”
Among the entertainment-focused searches, a social policy/education term stood out: “Beca Rita Cetina” entered the national top 10. This indicates that when a program impacts entire households, Google becomes an informational window for requirements, schedules, registration, and payments.
5. Viral Culture: The Rise of Labubu
“Moments Viral” saw Mexico place the “Labubu” toy at the top, followed by trends like “Peanutize Me” and the “Nano Banana” generator. This reflects 2025’s cultural consumption patterns, where people discover something on social media and use Google to understand its origins, availability, and popularity.
Global Search Trends
Globally, search trends on Google reinforce the idea that technological conversation is no longer exclusive to experts. The global list is led by Gemini, with DeepSeek also in the top 10, indicating that AI became both a daily tool and competition for brands.
1. AI Takes Center Stage
Globally, the “Searches” list places Gemini first, with DeepSeek also in the top 10. This signifies that AI became a massive, transversal, and competitive topic, with names entering common language.
2. Sports Go Global (and Hyperfragment)
The global ranking mixes tournaments and rivalries, featuring the Club World Cup alongside regional heavyweights like India vs. England and India vs. Australia, illustrating how major regional sports also dominate global internet conversations.
3. People and Current Events in Real-Time
In global “Searches,” American commentator Charlie Kirk appeared, while figures like Kendrick Lamar showed up in the “People” category. These entries typically mark spikes due to news, public appearances, controversies, or cultural events that spark the basic questions: “Who is this person?” and “What happened?””
4. Shared Logic, Different Maps
Both Mexico and the world share a common logic: when something significant happens—be it passion, utility, or shock—it’s searched. In 2025 Mexico leaned towards sports, pop culture, and AI as a product. Globally, AI (with Gemini leading) and sports held the spotlight, while news and public figures concentrated curiosity.
