ONE POST, ONE MOMENT: THE JOURNEY OF PACU JALUR FROM RIAU TO GLOBAL RECOGNITION ON TIKTOK

For over a century, the vibrant tradition of Pacu Jalur, a spectacular boat race steeped in cultural significance, has captivated communities along the meandering rivers of Riau, Indonesia. The thunderous rhythm of drums and the exuberant cheers from enthusiastic spectators create an atmosphere charged with excitement during this exhilarating event. Yet, in 2024, this cherished heritage experienced a remarkable transformation, leaping into the global spotlight through the sheer power of a single TikTok video. This development surprised and intrigued even the most seasoned cultural enthusiasts. In an unforgettable clip, a spirited young boy named Dikha captured hearts worldwide as he showcased his relentless determination in his role as the tukang tari, or front dancer, of a meticulously crafted boat. His electrifying performance, characterized by a unique blend of charisma and tenacity, later became known as "aura farming" and elevated what might have been a mere moment of entertainment into a vibrant cultural phenomenon. This transformation, ignited by Dikha's video, inspired a sense of pride and enthusiasm on a global scale, proving the power of individual creativity in shaping cultural narratives.

From the Riverbanks to the World Stage

Dikha's video swiftly gained traction, amassing millions of views within just a few days! The fervor reached astonishing heights when Paris Saint-Germain (PSG), one of the world's most-followed football clubs, shared the clip, drawing parallels between Dikha's fervent performance and the essence of elite athletes striving for greatness. Manchester City, another heavyweight in the football world, echoed this enthusiasm, highlighting Dikha's display as a prime example of "elite mentality" that resonates deeply with sports fans. Influencers and fan pages spanning continents, from Brazil to Japan and the United States, joined the viral celebration, introducing their creative remixes, edits, and insightful commentary. They ingeniously harmonized Dikha's performance with everything from popular anime soundtracks to hip-hop rhythms and iconic football chants. This beautiful tradition of Pacu Jalur swiftly transformed into an emblem of focus, determination, and boundless potential, captivating audiences of all backgrounds.

A New Dawn for Indonesia

The ramifications of this viral sensation extend far beyond mere likes and shares; it has unveiled a plethora of opportunities! Once relatively unknown outside Indonesia, Pacu Jalur has now gained substantial global recognition. Content creators from various corners of the world have begun to delve into its rich historical tapestry, while Indonesians everywhere are reveling in national pride for this cultural gem. The allure of visiting Kuantan Singing, the picturesque home of the race, has surged dramatically, and local governments are gearing up for a boom in cultural tourism, with eager investments and promotional efforts underway. Young Indonesians are now rediscovering their heritage in innovative and exciting ways, blending time-honored traditions with contemporary platforms like TikTok, heralding a bright and promising future for cultural expression.

A Lesson in the Power of Social Media

Dikha's captivating clip transcends its status as a mere viral sensation; it serves as a powerful testament to the remarkable ability of authentic cultural content to cross boundaries and connect with the right audiences.

What catalyzed its unprecedented spread?

1. Emotion and Narrative: Dikha's impassioned expression expertly narrated a universal story of dedication and perseverance, a narrative that required no translation.

2. Relatable Inspiration: Viewers worldwide connected with the fervor to give one's all, regardless of their origins or circumstances.

3. Social Media Synergy: The enthusiastic endorsements by prominent brands like PSG and Manchester City provided the algorithm with a vital boost, enhancing the content's reach and engagement!

Unlock Your Potential with Social Media

At Raffles Jakarta, we are passionate about highlighting real-world examples like this to empower our Business Management students to master the art of social media. Whether it's navigating TikTok, Instagram, or the next emerging platform, we're committed to equipping you with the skills to transform local narratives into impactful global stories.

Transform Culture into Campaigns. Inspire Impact through Influence.

Join us at Raffles Jakarta in our Business Management program, where you'll uncover the secrets behind viral phenomena, compelling brand narratives, and establishing meaningful digital connections.

DIVE IN AND APPLY NOW!

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

Reference

Meet Dikha, the ‘Aura Farming’ Boy Putting the Spotlight on Pacu Jalur. (2025). https://jakartaglobe.id/lifestyle/meet-dikha-the-aura-farming-boy-putting-the-spotlight-on-pacu-jalur

Redaksi. (2025, July 4). Viral! Penari Pacu Jalur Jadi Simbol Aura Farming, Ditiru PSG dan AC Milan. bualbual.com. https://www.bualbual.com/2025/07/05/viral-penari-pacu-jalur-jadi-simbol-aura-farming-ditiru-psg-dan-ac-milan