Brazil's 'Farmar Aura' meme competitions attract youth in Belo Horizonte and Jaraguá do Sul

On July 25, dozens of children, adolescents and adults gathered in the Praça do Cônsul in the São João Batista neighbourhood of Venda Nova, Belo Horizonte, to compete in a "Farmar Aura" championship. Inspired by internet memes, participants performed dances, gestures and characters that have gone viral online, aiming to demonstrate the greatest "aura." Winners were to be chosen by public vote, and the first‑place prize included a 3‑D‑printed statue and a small cash award. The event was organized by 18‑year‑old student Mariana Marques, who explained that the term combines the gaming notion of "farming" with the social‑media slang for charisma.

Later the same day, a similar gathering took place in Praça Ângelo Piazera, Jaraguá do Sul, Santa Catarina, where dozens of young people showcased creative poses and performances without a formal organizer or official prizes. Both events were livestreamed and filmed by attendees on their phones, and no incidents were reported. The gatherings illustrate how online meme culture is moving into physical community spaces across Brazil.