TikTok has released detailed data on the most searched topics and personalities in Pakistan for the year 2025, highlighting how the platform is increasingly being used beyond entertainment.
According to the report, Pakistani users relied heavily on TikTok not only for leisure but also for gathering information, making purchasing decisions, seeking educational guidance and learning new skills. The data reflects a shift in user behavior, showing TikTok’s growing role in everyday life.
Head of Content Operations for TikTok South Asia, Aimees Nawid, said TikTok search has become an essential part of daily routines in Pakistan. She noted that users are no longer just watching videos but actively searching for real-time information and context, whether it is planning a weekend trip or checking product reviews.
The report showed a strong rise in health-related content, with searches for fitness-related videos increasing by 66 percent in 2025. This trend indicates growing awareness among Pakistanis about health and exercise, with users preferring video-based guidance for workouts and wellness.
Interest in travel and food also remained high. Searches related to tourism rose by 53 percent, while food-related searches increased by 52 percent. Islamabad emerged as the most viewed tourist destination, followed by Hunza’s Altit Fort, the Chenab River, Lahore and Karachi. Alongside traditional foods such as biryani and aloo dishes, viral food trends including lava burgers, matcha drinks and Dubai chocolate gained significant attention.
Cricket continued to dominate searches on the platform. Users most frequently searched for moments such as Babar Azam’s centuries and matches between Pakistan and South Africa, as well as Pakistan versus India encounters. Among players, Babar Azam, Virat Kohli and Haris Rauf topped the search charts.
In the entertainment category, Pakistani dramas, Turkish series and reality shows such as Tamasha and the Hum Awards generated strong engagement throughout the year.
The report also highlighted lifestyle and technology trends. Women showed strong interest in mehndi design searches, while tech-savvy users actively looked for information on artificial intelligence, AI prompts and software updates. Watching product reviews before making purchases also remained among the top trends, indicating that Pakistani consumers are becoming more informed and careful in their buying decisions.
