‘Aura Farming’ Turns Public Spaces Across Latin America Into Dance Arenas

On a beach in Lima, young people dressed as comic-book and animated characters recently gathered for an unusual competition: not a sporting match or talent show, but an “aura battle.” Participants danced, posed and performed stunts while trying to win the crowd’s loudest cheers. The event was part of the “aura farming” trend, which began in Brazil and spread through social media before moving into physical spaces across Latin America. In the contests, competitors advance based on audience reaction and the creativity of their performances. One participant dressed as Spider-Man performed forward rolls and push-ups to techno music, while another balanced on one leg and kicked the other forward in a move resembling a video-game maneuver. The trend draws some of its language from video games, where characters collect points or resources. Here, participants are seeking “aura”—a term associated in some spiritual traditions with an energy field surrounding a person. Organizers and participants instead describe the goal in terms of projecting positive energy and receiving public recognition. The events generally involve no physical contact or insults. Competitors may imitate soccer star Cristiano Ronaldo’s goal celebration, repeat the phrase “six, seven” while moving their hands, or appear in costumes. At one Lima event, attendees included people dressed as Shrek and Nicolás Maduro. Fernando Lícito, a Peruvian content creator, said he brought the idea to Peru after seeing a video of a Brazilian competition in June. He has since organized three aura battles there. Similar gatherings have reportedly taken place in Mexico City, Quito and Buenos Aires, including one held near the Argentine capital’s Obelisk. Events have also been held in Madrid, Burgos and Zaragoza. The trend has not been welcomed everywhere. Officials in Lima’s Miraflores district cancelled an event because organizers lacked the permits required for a public gathering. The mayor of Brazil’s Cuiabá rejected a tournament permit on public-interest grounds, although the event was later moved to a university campus. Costa Rica’s education ministry banned aura battles in public schools, citing possible student conflicts and disruption to learning. Mexico’s education minister took a different approach, posting a video that used the trend while referring to “farming good education.” Supporters say aura battles offer young people a way to socialize and express themselves, even as some relatives and observers remain unconvinced by the craze.