Social media has been buzzing with the viral trend of “aura farming”, inspired by the traditional boat race known as Pacu Jalur from Kuantan Singingi (Kuansing), Riau, Indonesia. Originally, Pacu Jalur was a means of river transportation used by local communities to carry agricultural goods, like rice and livestock—from upstream to downstream. Today, it has evolved into a spirited cultural competition featuring long wooden boats paddled in unison. What captures the public’s imagination is the presence of Anak Coki—young performers who stand at the bow of the boat, dancing or striking confident poses to energize the rowers and ignite team spirit.

More than just a social media sensation, the term “aura farming” offers a deeper reflection—serving as a metaphor for a renewed energy in agriculture. Just like Pacu Jalur embodies unity, rhythm, and cultural pride, agriculture today must also be reimagined with similar values: collective effort, harmony with nature, and inclusivity for all—especially youth, women, and marginalized communities.

In this light, aura farming is not simply about aesthetics or trends; it’s about promoting sustainable, environmentally friendly agriculture—using organic compost, embracing ancestral knowledge, and empowering rural youth to reconnect with farming through innovation and pride. Like the bold and expressive Anak Coki leading the race from the front of the boat, we need a new generation of farmers ready to stand at the forefront—bringing confidence, creativity, and purpose back to the land.

By making farming a space of expression, dignity, and regeneration, aura farming can become more than a movement—it can be a call to action: to root our future in tradition, while cultivating hope, resilience, and sustainability for generations to come.

Written by: Jenni Irene Connie

Edited by: Fauzan Ramadhan