It all began with a pacu jalur, a traditional boat race from Riau, where a young boy was filmed dancing at the front of the boat. The clip went viral, turning him into an unexpected internet sensation. Memes, remixes, and reactions poured in, and soon he became a symbol of “Aura Farming” vibes: badass, funny, and iconic.

What made it even more remarkable was how far it traveled. From Indonesian feeds to global football clubs sharing the clip, the boy’s energy transcended borders, proving that local culture can spark worldwide attention when it feels authentic and relatable.

The Cool Factor of Local Culture
The rise of Pacu Jalur Boy reflects a simple truth: audiences love unique and effortlessly cool expressions of culture. When something feels real, funny, and honest, it carries an “aura” that resonates far beyond its origins.

This trend shows how local identity, when celebrated in an unfiltered way, can go global. It’s not about polishing tradition for export, but about capturing moments that radiate pride, humor, and authenticity.

Celebrate Local Pride
For brands, the opportunity lies in amplifying this kind of local pride. Instead of forcing polish, they can create spaces for audiences to engage with culture in fun and shareable ways, whether through memes, playful activations, or spotlighting everyday icons who embody “main character energy.”

The key is to lean into authenticity: showcase genuine reactions, celebrate what feels natural, and let brand love shine through without overshadowing the culture itself. When brands do this with confidence, they not only ride the viral wave but also earn credibility as champions of local identity.