A new youth trend inspired by video games and social media is spreading across Latin America. Known as “aura farming,” the trend encourages young people to show off their creativity, confidence and personality in front of a crowd.
In Peru’s capital, dozens of young people recently gathered on a beach for an “aura battle.” They danced, posed and performed unusual moves as they competed for cheers from the crowd.
The goal was simple: build aura.
What is aura farming?
Aura farming is an internet trend that has moved from screens into real-world events. Participants perform for an audience while trying to create what they describe as good energy or positive vibes.
The competitions first appeared in Brazil before spreading through social media to other parts of Latin America.
At the Peruvian event, participants dressed as characters from comic books and animated movies. They then took part in dance-style battles.
Crowd reaction played an important role. Competitors who received the loudest cheers and showed the most creative moves moved on to the next round.
One participant dressed as Spider-Man performed forward rolls and push-ups while techno music played. Another contestant hopped on one leg and kicked the other forward, creating a move that looked like something from a video game.
Young people turn aura into a competition
For participants, aura farming is not necessarily about becoming famous.
Liam González, a 20-year-old film student, attended the event dressed as Shrek. He said aura farming allows people to express themselves while others watch without feeling embarrassed.
Other competitors also used costumes to attract attention.
Gonzalo Cornelio, 19, dressed as former Venezuelan President Nicolás Maduro. He wore a grey tracksuit similar to the one Maduro reportedly wore on the night he was captured by U.S. forces.
The unusual costumes added another layer of creativity to the competition.
From video games to social media
The phrase “aura farming” draws inspiration from video games. In games, players often repeat certain actions to collect points, experience or other rewards.
The real-world version works differently. Participants are trying to generate positive energy and earn recognition from the people around them.
María Paula Martínez, a professor at Colombia’s Los Andes University, said the trend is less about popularity and more about showing positive energy and having others recognize it.
The word “aura” also has roots in spiritual traditions. It can refer to an energy field believed to surround a person.
Aura battles spread across Latin America
Fernando Lícito, a 25-year-old Peruvian content creator, helped bring the competition format to Peru.
Lícito said he watched a video in June showing an aura farming contest in Brazil. The idea inspired him to organize similar events in Peru.
He has now organized three aura battles.
Unlike traditional competitive battles, participants do not physically fight or trade insults. Instead, they perform while the audience decides who makes the biggest impression.
Some contestants even borrow familiar moves from popular culture.
At the Peruvian events, several participants imitate Cristiano Ronaldo’s famous goal celebration. They stretch their arms downward and make the familiar “siuu” sound.
As aura farming continues to spread online and offline, the trend shows how video game culture can quickly move into everyday life. For many young people, it offers a playful way to perform, socialize and express themselves without taking the competition too seriously.
