Gen Z ‘farming aura’ trend gains popularity in Latin America

The Gen Z digital trend known as ‘farming aura’ is gaining traction across Latin America, including Peru. The term, originating from social media, online communities, and gaming language, refers to performing specific actions, gestures, or behaviors to gain social capital, recognition, or a more confident image within a group.

Belén Alvite, director of CEPCA, suggests that this practice can serve as a way for young people to reinforce their self-esteem and confidence. Alvite notes that participating in these types of digital dynamics can be a positive form of expression compared to the consumption of violent video games, as it focuses on building presence and identity through challenges, dances, or social interactions.