You may have seen the clips flooding your feed. Children in vibrant costumes dancing at the bow of massive longboats, their movements fierce and captivating as dozens of rowers power forward in perfect rhythm. This viral sensation, now known as Aura Farming, has made Pacu Jalur one of the most talked-about cultural events in Indonesia this year.

But behind the trending videos lies a tradition that goes far beyond the screen. Pacu Jalur is more than a race. It is a living heritage of the Malay community in Kuantan Singingi, Riau. It represents unity, spiritual belief, and village pride. And in 2025, it is once again capturing the hearts of both locals and newcomers.

A Tradition Rooted in Meaning

Pacu Jalur is an annual longboat competition held on the Kuantan River. Each boat, or jalur, can measure up to 25 meters and carry over 40 rowers, all moving in flawless coordination. While the speed and strength are impressive, the heart of the event lies in its values. For generations, it has served as a way to pass down cultural identity, connect communities, and celebrate resilience.

Recognized as part of Indonesia’s Intangible Cultural Heritage since 2014, Pacu Jalur has evolved from a colonial-era festivity into a proud symbol of national independence. Today, the event is held every August in Teluk Kuantan to commemorate Indonesia’s Independence Day.

This Year’s Theme: Going Global While Supporting Locals

In 2025, Pacu Jalur is part of Karisma Event Nusantara, a Ministry of Tourism and Creative Economy initiative that highlights 110 of Indonesia’s most important cultural events. This year’s theme, Pacu Jalur Goes Global, Empowering MSMEs, reflects a mission to share this tradition with the world while uplifting the local creative economy.

The festival series began in mid-year with regional rounds in several villages along the Kuantan River. From Cerenti and Hulu Kuantan to Pangean and Desa Kari, each location brought its own crowd and flavor to the celebration. Upcoming events include the Mini Pacu Jalur in Pulau Aro and the Cultural Pacu Jalur in Basrah, with the main festival taking place at Tepian Narosa, Teluk Kuantan from August 20 to 24.

Visitors can expect much more than a race. The full schedule includes the Maelo Jalur ritual, cultural parades, music performances, traditional art showcases, culinary fairs, MSME exhibitions, and creative competitions for photography and video. The festival will conclude with the Mini Sukaraja Pacu Jalur from October 24 to 26 in Logas Tanah Darat.

What Makes It Relevant for Gen Z

While the Aura Farming trend may have drawn attention through its visual appeal, it is also sparking a deeper interest among young people. The involvement of children in the front of the boats has become symbolic of how tradition can adapt to new platforms and generations. More importantly, it shows that cultural heritage is not stuck in the past. It is alive, evolving, and deeply connected to modern identity.

At the same time, the festival provides a real opportunity for young entrepreneurs. Through the focus on MSMEs, Pacu Jalur has opened new doors for local creators, artists, and small businesses to shine, proving that tradition and innovation can go hand in hand.

The Spirit of the River Lives On

As Pacu Jalur enters the global spotlight, it remains grounded in the strength of its roots. From sacred rituals to social media virality, it continues to be a force that unites, empowers, and inspires. Whether you are watching from a riverbank or through a screen, this is more than a cultural event. It is a celebration of identity, resilience, and the power of community.

 
Want to witness the thrill of Pacu Jalur in person?
Plan your visit to Teluk Kuantan this August or follow the journey through upcoming regional events. Experience the rhythm, the pride, and the culture for yourself.