In the ever-evolving landscape of internet culture, few phenomena manage to transcend borders, languages, and even the world of professional sports. Yet, a recent trend originating from a traditional boat race in Indonesia has done exactly that, capturing the attention of millions, including some of the biggest names in global football. At the heart of this story is Paris Saint-Germain (PSG), the French football powerhouse, which recently found itself at the center of a cultural conversation by participating in a viral dance trend known as “aura farming.” This article delves deep into the origins of this trend, its explosive growth, the reaction it has garnered, and what it signifies about the intersection of traditional culture and modern digital entertainment .
The Origin: Rayyan Arkan Dikha and the Pacu Jalur Tradition
The story begins not in the bustling streets of Paris, but in the quiet village of Kuantan Singingi, Riau, Indonesia. Here, an 11-year-old boy named Rayyan Arkan Dikha became an overnight internet sensation. Rayyan, a fifth-grader at the time, was participating in the Pacu Jalur, a traditional boat race that is a significant cultural event in the region . The Pacu Jalur is not just a race; it is a spectacle of strength, coordination, and community spirit. Long, canoe-like boats, powered by dozens of rowers, race down rivers while a dancer, known as the Togak Luan, stands on the prow to hype up the crew and entertain the spectators .
It was during this event that Rayyan, wearing a traditional Teluk Belanga outfit and a Riau Malay headcloth, performed a spontaneous dance that would change his life. In the video, which has since been viewed millions of times, he stands confidently on the tip of the speeding boat, blowing kisses to the crowd and moving his arms in a series of smooth, rhythmic motions. He maintains a cool, expressionless face, a key element of what the internet would soon dub “aura farming” .
Rayyan, in an interview with the BBC, confirmed the spontaneity of his performance: “I came up with the dance myself. It was just spontaneous” . He had been performing this role since he was nine, learning the moves by observing his father and uncle, who are Pacu Jalur athletes. His confidence and unique style were not taught but born from the tradition and his personal charisma .
What is “Aura Farming”?
The term “aura farming” is a relatively new piece of internet slang that has rapidly gained traction, particularly among Gen Z and Gen Alpha. “Aura” refers to a person’s charisma, vibe, or the magnetic presence they exude. To “farm” it, in this context, means to actively cultivate or showcase that charisma through one’s actions . The term borrows from gaming terminology, where “farming” means to collect or gather a resource in large quantities . When applied to social media, aura farming involves performing cool, confident, or stylish actions to build and display one’s aura. The phrase is often used humorously to describe someone who is effortlessly cool, to the point where it’s almost as if they are “farming” admiration . The global sports community’s embrace of the term underscores its reach into mainstream culture .
PSG Joins the Trend
On July 1, 2025, Paris Saint-Germain officially entered the conversation. The club’s TikTok account posted a video compilation that featured their players, including stars like Bradley Barcola and Neymar, performing the dance . The video was edited to sync their celebratory moves with Rayyan’s iconic dance, a creative way to show the players getting in on the trend. The caption read, “His aura made it all the way to Paris” . This simple post had a massive impact. It was watched over 7 million times in just 10 days, further solidifying the trend’s global reach and introducing it to a massive football audience. The move by PSG was more than just a social media stunt; it was a recognition of a global cultural moment .
The video was well-received, especially by Indonesian fans who were proud to see their cultural tradition acknowledged by a world-renowned football club. Comments from Indonesian netizens flooded the post, with many expressing their pride and excitement that the Pacu Jalur tradition had gone global. “Pacu jalur mendunia,” one commenter wrote, while another excitedly proclaimed, “Indonesia pacu jalur 🔥” .
The Global Impact: Beyond PSG
PSG was not alone in recognizing the trend’s viral appeal. AC Milan, another European football giant, soon followed suit, posting their own take on the dance. They humorously captioned their video with a reference to the trend’s popularity: “Aura Farming 1899% accuracy” .
The appeal of the dance and the “aura farming” concept extended far beyond football. Elite athletes from various sports joined in, further cementing the trend’s place in pop culture.
A. Travis Kelce (NFL): The Kansas City Chiefs star and partner of Taylor Swift incorporated Rayyan’s dance moves into his touchdown celebrations. He posted a video compilation on social media, pairing his actions with footage of Rayyan’s original performance, with the caption, “The aura has been cultivated” .
B. Alex Albon (Formula 1): The Williams F1 driver was also among the high-profile athletes to join the trend .
C. Marc Marquez (MotoGP): The Spanish motorcycling champion also participated in the viral wave .
D. Singapore Navy: In a more institutional setting, the Republic of Singapore Navy recreated the dance aboard its MSRV Protector, posting the video on Instagram with the caption, “Harvesting some sea-riously good auras” .
E. Global Internet Users: The trend spread like wildfire on TikTok, with influencers, students, corporate accounts, and ordinary people from around the world creating their own versions of the dance and posting them under hashtags like #aurafarming, #aurafarmingkidonboat, and #boatracekidaura .
The Essence of the Dance and Its Cultural Significance
At its core, the dance is a celebration of Indonesian culture. The dance moves, which include waving hands in circles and holding balanced poses, are steeped in the tradition of the Pacu Jalur . The role of the Togak Luan is crucial; the dancer must maintain perfect balance and rhythm while the boat is moving at high speeds, a testament to the skill and bravery required . The international attention has shone a spotlight on this unique cultural heritage. Events like the Pacu Jalur, which is held annually in Teluk Kuantan, have seen a surge in interest, with many more people becoming aware of the festival and its significance . However, this rise to fame was not without its complications, sparking debates about cultural ownership .
Controversy and Backlash: A Dance of Reactions
While many celebrated the trend, it also sparked controversy. The wide-reaching attention led to confusion and appropriation claims. Some netizens from other countries, including Malaysia, Vietnam, and the Philippines, claimed that the dance and its associated rowing motions were from their own cultures. This led to frustration from Indonesian netizens who insisted the tradition was “asli Riau” (authentically from Riau) . The debate highlighted how global trends can sometimes blur the lines of cultural origin, prompting a defensive response from those who see it as their heritage. Despite these claims, the widespread recognition has largely credited Indonesia for the trend .
A specific controversy arose within the PSG fanbase, indirectly connected to the “aura farming” trend. During a match between PSG and Lyon, Brazilian wonderkid Endrick scored and performed a dance celebration that was perceived as provocative by PSG supporters. PSG defender Achraf Hakimi was seen confronting Endrick. Hakimi later explained his actions, stating, “I wanted him to stop doing things against our supporters. For him to play football, especially since he’s a good player. But when he does things that aren’t related to football, it can piss me off, especially since we were on the verge of losing” . This incident is crucial because it demonstrates the fine line between a dance being seen as a fun, cultural expression versus a taunt. While the “aura farming” dance is seen as cool and charismatic, the Endrick dance was perceived as disrespectful, highlighting the crucial role of context in the interpretation of celebratory gestures.
In another bizarre twist, a similar dance controversy occurred off the pitch. French MP Karl Olive was filmed dancing on a car during PSG’s Champions League victory celebrations. The video sparked outrage, with other politicians calling him a “thug MP” and questioning his behavior. Olive defended himself, calling it a “petty controversy” and explaining he was merely celebrating with friends . This event shows how the “vibe” of a dance can be interpreted differently depending on the performer and the setting, contrasting sharply with the universally positive reception of Rayyan’s dance.
PSG’s Cultural Influence and Future Implications
The decision by PSG to participate in the “aura farming” trend is a masterclass in modern sports marketing. By engaging with a viral meme, the club positions itself as culturally relevant and connected to its global fanbase. It demonstrates an understanding of the digital landscape and the importance of engaging with fans where they are—on social media. This is not just about football; it’s about entertainment and brand-building. This approach helps humanize the players and the club, making them more relatable to a younger, digitally-native audience.
The “aura farming” phenomenon also raises questions about the nature of viral fame. Rayyan, a young boy from a small village, became a global celebrity in a matter of days. His story is a testament to the power of the internet to create stars from anywhere, but it also serves as a potential template for the future of cultural exchange. The Pacu Jalur festival has gained international recognition, which will likely boost tourism and local pride. The success of the trend could lead to more major brands and organizations looking to traditional cultures for inspiration.
The Creative Process: What Makes the Dance So Catchy?
The success of Rayyan’s dance can be attributed to several key factors.
Simplicity and Accessibility: The dance moves are stylish but relatively easy to copy, making them perfect for viral challenges .
Authenticity: Rayyan was not trying to be famous; he was performing his cultural duty. This authenticity is palpable and a major reason for the trend’s appeal .
The “Cool” Factor: The combination of the sunglasses, the traditional outfit, the lack of facial expression, and the precarious position on the boat creates an image of ultimate coolness, the essence of “aura” .
The Power of Context: The dance’s origin in a high-stakes, adrenaline-filled boat race adds an element of danger and skill to the performance. It’s not just a dance; it’s a feat of balance and bravery .
Conclusion
The story of the “aura farming” dance is a fascinating case study of how a spontaneous moment from a traditional Indonesian boat race captivated the world, with Paris Saint-Germain at the forefront of its global spread. From the banks of the rivers in Riau to the pitch at the Parc des Princes, the dance symbolizes a new era of cultural connectivity. It shows how tradition can thrive in the digital age and how a young boy’s moment of inspiration can become a global phenomenon. The trend, while sparking minor controversies about authenticity and cultural ownership, has overwhelmingly been a positive force, uniting people across the globe in a shared appreciation for a simple, cool, and charismatic dance. It highlights the power of social media in creating global trends and how sports giants like PSG are not just spectators but active participants in shaping pop culture.
