By skyforbes 
A River, a Race, and a Culture That Went Viral
It began with the sound of paddles hitting water in perfect rhythm. Dozens of men, dressed in vibrant traditional outfits, rowing a beautifully carved boat through a muddy river. It wasn’t a typical TikTok trend, but within hours, millions of people were watching and sharing the videos, commenting things like:
“Where is this happening?”
“This is amazing!”
“I’ve never seen anything like this!”
They weren’t just watching a race — they were witnessing the rise of a new aesthetic on the internet: the trend of ‘aura farming.’
Aura Farming refers to how individuals project a strong, captivating presence — often through calm, confident energy and unique visual style — causing them to stand out in a sea of content. It’s not about doing more, but about being more in the eyes of the viewer.
In the case of Pacu Jalur, the centuries-old canoe race from Riau, Indonesia, this trend found an unexpected home. One of the most iconic videos featured a dancer at the front of the boat — calm, poised, wearing sunglasses, barely moving yet deeply magnetic. That dancer, Rayyan Arkan Dikha, became the internet’s latest obsession and a perfect embodiment of the aura farming aesthetic.
They weren’t just watching a boat race. They were watching Pacu Jalur, a cultural festival that’s been celebrated for over 800 years — and now, it’s capturing the hearts of a global audience through a modern digital lens.
Pacu Jalur content, especially videos featuring Rayyan Arkan Dikha, has gained millions of views across major social media platforms like TikTok, Instagram, YouTube Shorts, and X/Twitter.
One TikTok video alone received over 892,000 likes, while the same clip on YouTube Shorts reached 1.2 million views. Perhaps most impressively, an imitation dance by NFL star Travis Kelce garnered more than 14 million views, showcasing the incredible amplification power of celebrity engagement.
This trend has directly inspired thousands of recreations by users around the world, reflecting a high level of participation and creative content production. Discussions around Pacu Jalur have also appeared on community platforms like Reddit, where users have described it as a “real boat race with dancing kids,” and have even created pixel art fan tributes, indicating deeper interest beyond video consumption alone.
The phenomenon has received widespread coverage from international media outlets and online publications such as The Economic Times, Khaleej Times, Livemint, Boating NZ, and Antara News, further cementing its global media footprint.
But what is Pacu Jalur, really? And why is it resonating so deeply with people around the world — especially on TikTok?
Let’s dive deeper.
What Is Pacu Jalur?
At first glance, Pacu Jalur might look like a canoe race. But it’s much more than that.
Each canoe, called a jalur, can reach up to 25 meters in length and is made from a single tree trunk. It’s then carved and painted with rich symbolism representing legends, nature, and local history. The rowers, often numbering more than 50, come from one village or community. They practice for months, preparing not just their muscles, but their coordination and spirit.
Pacu Jalur isn’t just about winning. It’s about unity, tradition, and honoring ancestors. The race is held each year in Teluk Kuantan, a quiet town that bursts into life during the festival, with music, dance, prayers, and celebration.
Why Did It Go Viral on TikTok?
In 2024, several short videos of Pacu Jalur surfaced on TikTok — posted by curious travelers, local creators, and culture vloggers.
The response?
Explosive.
Here’s why TikTok couldn’t get enough of it:
- It Looks Visually Stunning
The synchronized rowing, the colorful costumes, the energy of the crowd — all captured in 30 seconds of raw excitement. It’s the kind of visual storytelling TikTok lives for. - It Feels Authentic
Unlike many staged festivals or overly commercialized events, Pacu Jalur feels real. It’s messy, loud, and full of emotion — and viewers can sense that. - It Sparks Curiosity
People asked: Where is this?, What does it mean?, Why are they doing this? That curiosity drives engagement and search behavior — perfect for TikTok’s discovery algorithm. - It Touches Something Deeper
In a world filled with short-lived trends, Pacu Jalur offers a sense of permanence. It’s not just entertaining — it’s rooted in history, spirituality, and identity.
The Deeper Meaning Behind the Race
To the locals, Pacu Jalur is not just a performance — it’s part of who they are.
Each boat is often built and raced by members of a single village or community. Preparing for the festival can take months, sometimes a full year. From carving the boat, crafting the ornaments, practicing the rhythm, to performing rituals for safety and luck — every step is a communal effort.
Winning the race brings honor, but participating brings purpose.
There are layers of meaning hidden in this celebration:
- The river symbolizes life, continuity, and flow.
- The boat represents unity, strength, and spiritual connection.
- The race reflects the values of gotong royong — Indonesia’s unique concept of collective responsibility and cooperation.
Where Is Pacu Jalur Held?
Pacu Jalur is held in Teluk Kuantan, a town in the Riau Province of Sumatra, Indonesia. It usually happens in August and aligns with Indonesia’s Independence Day celebrations.
Though relatively unknown to international tourists, the festival attracts tens of thousands of locals each year. But that may soon change — thanks to TikTok.
How to Experience It for Yourself
If you’re the kind of traveler who seeks authentic, off-the-beaten-path cultural events, Pacu Jalur should be on your list.
How to Get There and What to Prepare
If you’re considering seeing Pacu Jalur in person, here’s what you need to know:
- Fly into Pekanbaru, the capital of Riau Province. Pekanbaru has an international airport (Sultan Syarif Kasim II Airport) with connections from major cities in Southeast Asia.
- From Pekanbaru, you’ll need to travel by car or bus for about 5–6 hours to reach Teluk Kuantan, where the festival takes place.
- Book your accommodation early. The town fills up quickly during festival season, especially in August.
What to prepare:
- Bring light clothing for the hot and humid weather.
- Prepare cash in Indonesian Rupiah, as digital payments might not be available everywhere.
- Bring a hat, sunglasses, and sunscreen, especially if you plan to be by the river for hours.
- Don’t forget a camera or smartphone to capture the colorful scenes.
Why you should go:
Teluk Kuantan isn’t just a town — it’s a warm, welcoming community surrounded by lush greenery and the winding Batang Kuantan River, which glows during festival days. The atmosphere is festive yet intimate, and the cultural energy is unforgettable.
Important safety note:
Sungai Kuantan is not only a historic river — it is also a natural habitat for saltwater crocodiles. In recent years, there have been sightings and even attacks, particularly at dawn and dusk. Locals and visitors are strongly advised not to swim or engage in water activities outside designated safe zones.
You may see warning signs posted along the riverbank — take them seriously. According to the Riau Natural Resources Conservation Agency (BKSDA), crocodiles are part of the river’s ecosystem, and it’s important to respect their space, especially during feeding hours (typically between 5:00 PM to 7:00 AM).
You’ll experience:
- The thunderous cheer of the crowd
- Traditional music echoing along the riverbanks
- Delicious local food sold in street stalls
- Spontaneous dance performances and warm smiles from locals
This isn’t just a destination — it’s a living cultural heritage that you can feel, hear, taste, and be part of.
Why This Matters
In a world flooded with digital content, it’s rare for something so deeply cultural to break through the noise — especially something that’s not designed to go viral.
But maybe that’s exactly why it did.
Pacu Jalur wasn’t chasing likes or followers. It was being itself — honest, ancestral, alive. And people felt that.
This is a reminder: not all traditions need to be turned into entertainment to be appreciated. Sometimes, what the world craves most is meaning. And Pacu Jalur delivers it — with water, wood, muscle, and memory.
Final Thoughts
If you saw Pacu Jalur on TikTok and felt something you couldn’t explain — that’s culture working its magic.
Don’t stop at the video.
Learn the story.
Visit the place.
Meet the people.
And when you do, you’ll realize this isn’t just Indonesia’s heritage — it’s humanity’s shared story, carved into a boat, paddled down a river, year after year, for eight centuries and counting.
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