Aura farming trend moves from social media to real-world competitions

A new social media trend known as ‘aura farming’ and ‘aura battles’ is transitioning from digital platforms like TikTok and Instagram into real-world social activities among Gen Z. The term ‘farming’ is adapted from gaming culture, referring to the repetitive accumulation of resources, while ‘aura’ serves as a metaphorical metric for a person’s charisma, confidence, and presence.

In these digital and physical competitions, participants attempt to ‘gain aura’ by performing impressive, stylish, or cool actions, such as specific walks, poses, or dances. Conversely, embarrassing moments or lapses in composure result in ‘losing aura.’

The phenomenon has manifested in physical gatherings, including street tournaments in Veracruz, Mexico, and a contest at the Museo Metropolitano de Lima in Peru. The trend gained significant momentum following viral content, such as a video of an Indonesian child dancing on a boat, which became a benchmark for the concept.