First came the therians, young people who went viral on social media for identifying spiritually with animals. Now, another online trend is capturing the attention of Gen Z: "aura farming."
Across TikTok, Instagram and X, users are participating in "aura battles," informal contests where the winner isn't the strongest or most talented person, but the one who appears the most confident, charismatic and effortlessly cool. The trend has become a viral measure of social status, turning everyday moments into opportunities to gain online credibility.
The concept has become a social media obsession in parts of Latin America and is increasingly making its way into the United States, fueled by viral videos and online competitions.
The term traces its roots
to gaming, where "farming" refers to repeatedly completing tasks to collect resources or experience points. Online, however, "aura farming" means accumulating something less tangible: admiration, influence and digital clout.
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Over time, the internet brought that gaming logic into real life. If players can accumulate rewards in a video game, social media users can now "accumulate" something far less tangible: charisma, admiration and social presence. That's where the concept of "aura farming" comes from.
The trend has already spread across countries including Mexico, Argentina and Costa Rica, where organized "aura farming" competitions draw participants eager to showcase the kind of confidence and effortless cool that resonates online. Winners often share tips on what helped them stand out and earn the most attention.
In practice, someone is considered to be "aura farming" when they perform an ordinary or attention-grabbing action with such confidence that it captivates the people watching. It could be a walk, a pose, a sports play or even a simple gesture carried out with ease and authenticity. The appeal lies in making it look natural. When the effort to impress becomes too obvious, however, the effect can backfire and a person may be seen as "losing aura."
Who is Rayyan Arkan Dikha, the child behind the 'aura farming' trend?
Although the phrase had been circulating online since 2024, it exploded into the mainstream in 2025 thanks to a video featuring Rayyan Arkan Dikha, an Indonesian boy dancing at the bow of a boat during Pacu Jalur, a centuries-old traditional boat race held in Indonesia.
The clip quickly went viral across TikTok, Instagram and X, with many users pointing to Dikha as the ultimate example of "aura farming." His relaxed dance moves, confidence and effortless presence captured millions of views and inspired countless memes, remixes and recreations around the world.
For many social media users, the video perfectly embodied the concept of aura farming: turning an ordinary moment into a memorable one through charisma rather than skill, special effects or careful planning. As the trend spread, Dikha became one of its most recognizable faces and helped introduce the term to a global audience.
The video resonated with viewers because it combined many of the qualities that internet users associate with "aura farming": confidence, authenticity and effortless style. Social media users around the world quickly embraced the clip as one of the clearest examples of the trend in action.
Interest in the phenomenon grew even further when celebrities, including NFL star Travis Kelce and DJ Steve Aoki, recreated Dikha's signature dance moves. Their participation helped introduce the trend to new audiences and pushed "aura farming" beyond niche online communities and into mainstream pop culture.
When charisma becomes a contest
The next phase of the trend emerged in 2026 with the rise of so-called "aura battles" or aura farming competitions. In these events, two or more participants go head-to-head, using poses, slow walks, gestures or carefully timed movements designed to project confidence, charisma and effortless cool.
The competitions have drawn comparisons to freestyle rap battles, but with one key difference: Instead of winning through verbal creativity or technical skill, participants succeed by generating the strongest reaction from the audience.
There are no official judges or formal scoring systems. Winners are typically determined by crowd response, social media engagement or the volume of reactions during livestreams and online videos.
Part of the appeal of aura farming is that there is no clear formula for success. The trend operates as a collective internet joke shaped by online culture, where perception often matters more than rules and charisma itself can become a form of competition.
This article originally appeared on Arizona Republic: What Is 'aura farming' and why millions are watching 'aura battles'?
