Switzerland’s 2025 Google searches reveal obsession with Pfister and global crises
Google Search: "Pfister" and "Arrest Warrant" High in Demand
According to Google's annual review, the Swiss politician Pfister and the rapper Haftbefehl were particularly frequently searched for in image search.
Google’s 2025 Year in Search for Switzerland has revealed a mix of global curiosity and local concern. The country’s top queries ranged from international celebrities to pressing environmental issues. Two unexpected questions also stood out by year’s end: ‘Why is Los Angeles on fire?’ and ‘How many hearts does an octopus have?’
The most searched Swiss public figure was Martin Pfister, a Federal Councilor and the newly elected defence minister. His rise in prominence reflected growing interest in national history.
On the international stage, German rapper Haftbefehl topped the list, driven by a Netflix documentary released in autumn 2024. US YouTuber MrBeast, with over 450 million subscribers, came in second. Tech CEO Andy Byron ranked third, largely due to his involvement in the Kiss-Cam scandal at a Coldplay concert.
Beyond personalities, Swiss searches focused on major events. Conservative commentator Charlie Kirk led the overall rankings, followed by the village of Blatten after deadly landslides struck. The Israel-Iran conflict also drew significant attention. Notably absent from 2025’s top searches were the UEFA European Football Championship and Eurovision winner Nemo, both of which had dominated Swiss queries in 2024.
Other frequently searched international figures included Diogo Jota, Ozzy Osbourne, Robert Redford, and Pope Francis. The list also featured actors like Diane Keaton, Michelle Trachtenberg, and Val Kilmer, alongside rapper Xatar and former actor-turned-politician Gene Hackman.
Google’s 2025 data highlights Switzerland’s dual focus on global personalities and local crises. From political figures to natural disasters, the searches reflect a year marked by both curiosity and concern. The shift from 2024’s entertainment-driven queries suggests a broader interest in real-world events.
