How to Tap into the “Chill” Vibes During the Year-End Season?

“Go chill”

“Bar chill”

“Lo-fi music that’s super chil” 

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So, what does "chill" mean?

In Vietnam, the word “chill” has gradually become familiar to the youth after the hit song "Bài này chill phết" by singer Min and rapper Đen Vâu in 2019. Up to now, “chill” has appeared more and more in popular culture publications as well as in everyday conversations.

In the context of an economic downturn, young people are facing greater pressures in life. For them, “chill” serves as a noun, verb, and adjective, representing a state of mind, an action, and a destination that offers relaxation and comfort, allowing them to temporarily escape the hustle and bustle of life. Especially during the year-end party season, the anticipation of consecutive holidays drives people to prepare for those moments of relaxation for themselves.

Buzzmetrics has analyzed social media discussions about the "chill" topic and selected some interesting perspectives that brands should not overlook.

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1. Overview of the Chill Trend in 2023

In the three months of Q3 2023, the trendline of discussions about the “chill” topic surged from late July to early August. This was when the whole country was "buzzing" in anticipation of the Born Pink concert in Hanoi. At the same time, on the TikTok platform, the hashtag #chill exploded in discussion volume due to the song “Baby gọi cho anh” by the young artist UMIE trending.‍

2. Overview of the Top Chill Activities of Social Media Users

From the public's perspective, the definition of “chill” is closely associated with activities and places that bring relaxation and entertainment. In the customers' dictionary, the top three most popular activities that provide a chill feeling are listening to music, sipping drinks, and eating food. Among the 6 million discussions analyzed on the topic of chill, these three activities account for over 60% of all the activities consumers engage in while chilling. It can be said that chill moments present significant opportunities for music streaming apps and F&B brands to integrate into consumers' habits. Other activities that also provide a chill feeling, such as sightseeing, enjoying good weather, traveling, and reading books, can also be a "fertile ground" for the presence of music and F&B.

3. The Many Forms of Chill Activities

Chilling alone is more fun with friends

Since chill is a moment of relaxation, most consumers choose to spend their chill time alone (55.1%). Additionally, chilling with friends, loved ones, and even pets also provides a certain level of relaxation. Compared to the data from Q4 last year, it’s clear that currently, enjoying chill moments alone or with pets has become more popular. On the other hand, the number of discussions about the chill topic in Q3 2023 has more than doubled compared to Q4 2022, indicating that this topic is gaining more attention.

Chill and Music – Rap is Chill Music Too

The image of the girl studying by the window, affectionately called "Lofi Girl," has become a phenomenon on YouTube, setting the record for the longest continuous livestream on the platform. Over a staggering 20,843 hours of livestreaming, Lofi Girl attracted an average of 70,000 viewers at any given time throughout the day. And Lofi Girl is just one example among thousands of streaming videos in this genre across all platforms, highlighting the genre's immense popularity with today's youth.

Not only “lofi chill,” but rap is also the second most popular music genre when it comes to chill moments. This is due to the emergence of young rappers like Đen Vâu, Low G, and others, making rap music more approachable and lighter, bringing it closer to the mainstream audience and making it a popular choice for their chill moments.

Chill and Drinks – Coffee is Not Just for Staying Awake

"Going for a chill coffee" is a favorite activity among young people when they seek relaxation. Coffee is not just a drink to kickstart a productive workday; it also brings relaxation during days off. Currently, most coffee brand campaigns still focus on the insight of "starting a productive workday," while the chill niche holds significant potential for differentiation. To specifically assess the insight of consumers in this niche, UnA (Usage and Attitude) research will provide the most accurate answer for the brand.

Chill and Food – Eating Cake While Chilling

Cakes in general are the most commonly associated food when it comes to the chill topic, with nearly 3,500 discussions. Following that are BBQ, hotpot, and seafood.

4. How Are Brands Embracing the Chill Trend?

Brands from various industries are actively leveraging the chill theme in their social media activities. Among them, Saigon Chill Beer leads the discussions on social media about the chill topic with 1,646 buzzes.

Not just limited to social media, let’s take a broader look at the communication strategies targeting the chill theme. With a strong focus on the love for music during chill moments, each brand has its unique approach to incorporating its products into music-driven strategies. From large-scale music festivals to product placements in indie artists' music videos, each brand has its distinct way of integrating into customers' chill lives.

Tiger - Đại nhạc hội Tiger Remix

The Tiger Remix music festival, held on the New Year's Eve countdown in 2023 at Nguyen Hue Walking Street, recorded a record-breaking audience of hundreds of thousands of people, thanks to the appearance of renowned artists, including the South Korean artist CL.

Bia Saigon Chill - The Chill Fes

Although smaller in scale than Tiger Remix, the Saigon Chill Beer’s The Chill Fes event still made a significant impression on fans. The Chill Fes is a series of events held in major cities, bringing the chill atmosphere closer to audiences across the country.

Trà Xanh 0° - Show Âm nhạc Không độ Chill & Cool

The Âm nhạc Không độ Chill & Cool show attracted millions of views on YouTube by giving a fresh twist to timeless songs, receiving widespread support from the younger generation. With the participation of well-known young artists like Quang Trung, tlinh, Hoà Minzy, MONO, and others, the Âm nhạc Không độ Chill & Cool show successfully brought the brand into the chill moments of music-loving youth.‍

5. Key Considerations When Approaching the Chill Topic

In the minds of consumers, chill is a moment when they prioritize peace and quiet, temporarily forgetting about the hustle and bustle of life to enjoy the present. Therefore, strategies that aim to insert brands into customers' chill moments must be cautious and avoid interrupting the relaxing flow of emotions. In other words, strategies such as pop-up ads, TVCs, or audio ads should be carefully chosen in terms of location and timing to blend seamlessly without disrupting the experience.

6. Conclusion

It can be said that the use of advertising should be carefully considered before implementation if a brand wants to connect with the public through the chill theme. On the other hand, to truly immerse itself in the chill wave alongside customers, a brand should create value, products, spaces, and events that contribute to fulfilling their chill needs.