What is ‘aura farming’, and why is the word trending in the context of the Indonesian kid, Rayyan Arkan Dikha

In a wave of recent internet trends, a video featuring 11-year-old Rayyan Arkan Dikha from Indonesia has drawn widespread attention across social media platforms. The clip shows the young boy performing a calm and composed dance at the front of a traditional canoe during a rowing competition.

His movements, coupled with his expressionless face and signature black outfit, quickly stood out, making him one of the most talked-about names online and turning a regional tradition into a global conversation.Amid this viral moment, a term– “aura farming” – began trending alongside his name, sparking curiosity about both the performance and its cultural significance.The clip that sparked a trendAccording to a report by the Economic Times, the original video, uploaded on TikTok in January by user Lensa Rams, captures Rayyan dancing on the bow of a long canoe during Pacu Jalur, an annual rowing festival held in Riau, Indonesia.

The event is part of a long-time tradition, but the boy’s calm moves and unique look made the video go viral.His dance, with its slow and repeated steps, started spreading quickly online. People on social media added different music to the video, and even celebrities and content creators joined in by copying the moves. Soon, the clip was being seen all around the world.Why is everyone talking about ‘aura farming’?The term “aura farming” began trending shortly after Rayyan’s video surfaced online.

As explained on digital platforms, it’s a phrase that caught on in 2024 and is mostly used to describe someone doing something repeatedly with effortless style or presence, often as a way to build a noticeable aura or “cool” factor.In this context, Rayyan’s consistent, graceful moves were seen by internet users as the perfect example of that idea. The phrase gained traction, with many calling him the face of the trend.Rooted in traditionRayyan’s performance wasn’t staged for the camera– it was part of his role as a Tukang Tari, or lead dancer, in the Pacu Jalur competition. As per the ET report, in this tradition, the dancer stands at the front of the canoe and performs throughout the race to keep the team energised and focused.Rayyan has been part of this tradition since the age of nine. While the role is customary in the region, his particular performance brought it to an audience far beyond local spectators.Official recognition follows online fameAs the video continued to circulate, Rayyan’s presence went beyond social media. He was officially named the Tourism Ambassador for Riau Province and received a government scholarship in recognition of his role in bringing visibility to the cultural festival, as mentioned in the ET report.The viral clip also made its way into pop culture moments, with public figures and athletes referencing his dance in their own performances.Global response and reactionsRayyan’s influence crossed borders as high-profile names joined the trend. According to a report by the BBC, American footballer Travis Kelce drew comparisons to Rayyan’s style in a viral video that attracted millions of views. Footballer Diego Luna adapted the dance as part of a goal celebration during an international match.From sports teams and music personalities to global brands, the performance has been referenced and recreated in multiple forms, extending the boy’s reach far beyond his home state.Thumb image credits: X