Harnessing "aura farming" to highlight Indonesia's Pacu Jalur

JAKARTA, 24 July (BelTA - ANTARA) - Indonesia's traditional sport Pacu Jalur has recently captured international attention, thanks to viral videos showcasing the energetic choreography of the "dancing boy" at the front of the rowing team - a performance that netizens have dubbed "aura farming."

Held annually in Kuantan Singingi (Kuansing), Riau, Pacu Jalur is a vibrant rowing competition where teams race long wooden boats down the river.

At the bow of each boat stands a young dancer, whose spontaneous, rhythmic moves are both a source of entertainment and motivation for the rowers.

As the boats cut through the water at high speed, the dancer must maintain perfect balance - or risk falling into the river.

One dancer, Rayyan Arkan Dhika, 11, has become an internet sensation for his viral "aura farming" moves. Despite having fallen during past performances, he continues to perform and compete in Pacu Jalur.

Rayyan's moves have been widely recreated on social media — even by celebrities and international sports figures like Travis Scott, Neymar, and Marc Márquez.

Many of these videos are set to the track "Young Black and Rich" by American rapper Melly Mike, who praised the trend and announced plans to visit Indonesia and attend the Pacu Jalur festival on August 20–24.

Originally, Pacu Jalur boats - carved from a single log - were used to transport agricultural goods in the 17th century. Over time, the boats evolved into the centerpiece of Kuansing's largest annual festival, typically held in Teluk Kuantan and coinciding with Indonesia’s Independence Day celebrations.

A single boat can carry 40 to 60 rowers, plus the front-standing dancer.

University of Indonesia historian Allan Akbar said the viral "aura farming" trend, while spontaneous, reflects deep cultural values. He emphasized that the boat’s harmony symbolizes collaboration, solidarity, and shared spiritual roots.

Despite debate from netizens in neighboring countries over the sport's origins, Culture Minister Fadli Zon confirmed that Pacu Jalur is officially recognized as Indonesia’s intangible cultural heritage from Riau, offering it legal and cultural protection.

Zon noted that the tradition has existed for over a century, serving as a core celebration in Kuansing society. He also announced efforts to nominate Pacu Jalur for UNESCO intangible heritage status, though he acknowledged the long waiting list.

"We'll prepare the academic studies and the dossier. With strong documentation, we can register Pacu Jalur more easily," he said.

Rayyan, whose dance helped catapult the event to global recognition, has now been appointed Riau’s tourism ambassador.

The local government is also working to integrate Pacu Jalur more deeply into the region's cultural and tourism ecosystem.

The festival has been included in the Kharisma Event Nusantara (KEN) 2025 program - an initiative by the Ministry of Tourism to promote high-quality cultural events internationally.

Tourism Minister Widiyanti Putri Wardhani stated that the Pacu Jalur phenomenon showcases Indonesia's rich and captivating heritage, especially when amplified through digital platforms.

The event is one of four from Riau featured in KEN 2025, continuing its inclusion in the strategic agenda since 2022.