Pacu Jalur from Indonesia is going global after going viral on TikTok, thanks to international content creators highlighting the unique aura of participants in this traditional boat race. One popular TikTok video from @freshvortex dubbed the event an “aura farming” competition, referring to the charismatic presence of the athletes as they row in sync. The one-minute clip has garnered over 8 million views and sparked thousands of comments, some even debating the cultural origins of the event.

What is Pacu Jalur?

Pacu Jalur is a traditional longboat rowing competition from Kuantan Singingi Regency in Riau Province, Indonesia. Each team consists of dozens of rowers paddling a large wooden boat known as a “jalur” along the Kuantan River. More than just a sporting event, Pacu Jalur is a vibrant cultural celebration filled with tradition, unity, and spirited festivity.

According to the official calendar from the Indonesian Ministry of Tourism and Creative Economy, the Pacu Jalur Festival 2025 will take place from August 20–24 at Tepian Narosa, Teluk Kuantan, Riau. The event is part of Indonesia’s list of 110 nationally promoted festivals, aimed at both local and international audiences. This year, over 200 teams from Riau alone have registered—an impressive sign of the event’s growing popularity.

International Reactions: From “Aura Farmers” to Cultural Claims

The viral TikTok trend has introduced a new buzzword: “aura farming,” referring to the magnetic presence and style of Pacu Jalur athletes. However, some international viewers mistakenly attributed the tradition to countries like the Philippines, Malaysia, or even Somalia. These claims were swiftly corrected by Indonesian netizens, firmly stating that Pacu Jalur is a cultural heritage unique to Riau, Indonesia.

This phenomenon proves how local Indonesian traditions can compete on the global stage—especially through the power of social media. From the Kuantan River, the charisma of Pacu Jalur is now reaching audiences worldwide.

It might just be a matter of time before we see Pacu Jalur-inspired emotes or skins in popular games. Don’t be surprised if Sun Ce from Honor of Kings (HOK) joins the trend too!

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