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View all search resultsLocal tourism surges on viral 'aura farming' Pacu Jalur video
A viral “aura farming” TikTok clip showcasing a Kuantan Singingi festival has provided a vital momentum for meme tourism in Indonesia, leading to a public-private collaboration that helped exploit the meme tourism trend and turn it into an economic boost for Riau.
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Participants of the century-old Pacu Jalur longboat racing festival in Kuantan Singingi regency, Riau, take a group photo on Aug. 24, 2025. (Tourism Ministry/-)
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15-second TikTok clip of a boy in traditional costume, dancing on the bow of a wooden boat, has turned into an unintentional ad campaign for the Pacu Jalur longboat racing festival in Kuantan Singingi regency, Riau, helping to swell this year’s visitor numbers to 1.6 million local spectators from 1.4 million last year, while foreign tourists leapt from just a few dozen to 1,374.
“Foreign tourists have shown remarkable enthusiasm this year. This surge proves that promotion through various channels, especially social media, has succeeded in reaching a global audience,” Roni Rakhmat, head of the Riau Tourism Office, said on Wednesday, as quoted by Bisnis.com.
The five-day event from Aug. 20 to 24 generated an estimated economic impact of Rp 100 billion (US$6.5 million).
The influx of visitors led to packed hotels, high flight bookings and record sales in food and souvenirs. Local businesses, from boat rental operators to food vendors and homestay owners, reported unprecedented earnings during the century-old festival.
“If each person spends just Rp 50,000, the money circulating in Kuansing during Pacu Jalur would reach Rp 100 billion. This is an extraordinary economic impact for the community,” Kuantan Singingi Regent Suhardiman Amby said in a statement on Tuesday.
Curated rizz
Known as “aura farming”, the online trend of curating a certain vibe, energy or aesthetic began as a playful TikTok format in which users attempted to showcase their personal rizz through stylish poses. It gained traction among influencers, athletes and musicians, amplifying its cultural reach.
