Pacu Jalur is a traditional boat race originating from Kuantan Singingi Regency, Riau. The boats used, called "jalur," are made from a single log and can reach 25 to 40 meters in length. In this tradition, each boat is piloted by 40–60 rowers.
Pacu Jalur Race on the Indragiri River, 1927 (photo from the digital collection of The Royal Netherlands Institute of Southeast Asian and Caribbean Studies)
Initially, Pacu Jalur emerged as a form of public transportation for transporting agricultural produce across the Kuantan River. However, over time, the race evolved into a cultural and social activity. During the Dutch colonial period, the race was held to commemorate the birthday of the Queen of the Netherlands, and after Indonesia's independence, it was transformed into a part of the Independence Day celebrations every August.
Global Viral & “Aura Farming” Phenomenon
The viral popularity of Pacu Jalur was sparked by a video of a boy named Rayyan Arkan Dikha. He stood on the edge of a boat while dancing with distinctive movements that expressed calm and confidence. His dance style was later dubbed "Aura Farming" by netizens. The movements depict him as if he were "harvesting aura," which has since become a symbol of style and serenity. This phenomenon spread widely through TikTok, Instagram, and other global platforms. Global celebrities such as V and Jungkook (BTS), Travis Kelce (NFL), and even football teams like PSG and AC Milan have imitated the movements. International media outlets have also covered this trend in depth.
Photo by bacaini.id and Melly Mike's Instagram
The Aura Farming trend is inextricably linked to the soundtrack used in the viral video, "Young Black and Rich" by American musician Melly Mike. The song went viral alongside the popularity of Rayyan's video. Melly Mike expressed her enthusiasm for coming to Teluk Kuantan and performing at the Pacu Jalur Festival on August 20–24, 2025. In her official video, Melly stated that she wanted to "honor Indonesian culture and celebrate the spirit of local communities through music." Melly's performance is expected to draw more international attention to Pacu Jalur.
Foreign Tourists and Global Potential
Pacu Jalur Festival by sumatra.bisnis.com
Since Rayyan's video went viral, the number of tourists wanting to witness the festival in person has increased dramatically. Tourists from neighboring countries like Malaysia and Singapore, as well as European visitors, have begun arriving in Kuantan Singingi. The local government and the Indonesian Ministry of Tourism are capitalizing on this momentum to establish Pacu Jalur as a leading cultural attraction and are currently preparing documents to submit Pacu Jalur to UNESCO for World Heritage status.
Written by Noverdy R
Reference:
- Kuantan Singingi Regency Government. History of Pacu Jalur. Accessed from https://kotajalur.kuansing.go.id
- India Times. (2025, July). Meet Rayyan Arkan Dikha: The Indonesian boy behind the viral 'Aura Farming' . Retrieved from https://indiatimes.com
- Economic Times India. (2025, July). Meet Rayyan Arkan Dikha, the viral 'Aura Farming' kid from Indonesia . Retrieved from https://economictimes.indiatimes.com
- Riau Online. (July 2025). Melly Mike's song went viral through Aura Farming, and she will perform at the Pacu Jalur Festival. Accessed from https://www.riauonline.co.id
