LIMA, Peru — A youth trend inspired by video games, memes and social media is moving beyond smartphone screens and into public spaces across Latin America. Known as “aura farming,” the phenomenon has led to real-world “aura battles,” where young participants compete through dance, poses, costumes and creative moves while trying to win the loudest cheers from the crowd.
What is aura farming?
The phrase “aura farming” borrows from video-game language. In gaming, players often “farm” points or resources by repeatedly carrying out actions. In the real-world trend, participants are effectively trying to build an impressive aura — a mix of confidence, charisma, style and the ability to command attention.
The idea has roots in Brazil and gained momentum through social media. Videos of competitions helped the concept spread rapidly, encouraging teenagers and young adults in other countries to organize their own events.
From TikTok-style performances to real-life “aura battles”
At a recent event in Lima, Peru, participants gathered on a beach dressed as characters from popular culture. Contestants performed individual routines, copied viral gestures and used exaggerated poses to entertain spectators. The crowd’s response played an important role in deciding who moved ahead.
Some performances borrow familiar internet and football references. Participants have imitated Cristiano Ronaldo’s famous “Siuuu” celebration, while others have incorporated viral “six, seven” hand movements and other meme-inspired gestures.
Peruvian content creator Fernando Lícito, 25, said he discovered an aura-farming competition in Brazil in June and subsequently brought the idea to Peru. He has organized three aura battles there so far.
Film student Liam González, 20, attended one Lima event dressed as Shrek. He described aura farming as a way for people to express themselves in front of others without feeling embarrassed.
Why is the trend becoming popular?
Experts and participants say the appeal is not necessarily about becoming famous. María Paula Martínez, a professor at Colombia’s Los Andes University, described the phenomenon as an opportunity to show positive energy and receive recognition from others.
The trend also gives young people an opportunity to meet offline. After years in which social interaction has increasingly moved onto digital platforms, aura battles create a physical space where participants can perform, laugh, socialize and record content at the same time.
Aura battles spread across Latin America and Spain
What started in Brazil has quickly crossed borders. Aura battles have been reported in Peru, Mexico, Ecuador and Argentina, with events attracting young crowds in cities including Lima, Mexico City, Quito and Buenos Aires.
In Buenos Aires, groups have staged aura battles near the city’s iconic Obelisk. The phenomenon has also reached Spain, with events reported in Madrid, Burgos and Zaragoza.
Not everyone is welcoming the trend
The growing popularity of aura farming has also produced some resistance. Officials in Lima’s Miraflores district cancelled an event because organizers had not obtained the permits required for a public gathering.
In Brazil, authorities in Cuiabá rejected a permit for an aura tournament in July, saying the event was not in the public interest. Organizers later moved the competition to a university campus. Costa Rica’s education authorities also prohibited aura battles in public schools over concerns about possible student conflicts and disruption to learning.
Mexico has taken a more playful approach. The country’s education minister referenced the trend in a video, joking that he was “farming good education” as the new school year approached.
A new form of youth culture
Unlike traditional competitive battles, aura farming generally avoids physical confrontation. The emphasis is on personality, creativity, humor and audience reaction. For many participants, the point is simply to have fun and make a memorable impression.
The rise of aura farming shows how quickly online language and gaming culture can influence real-world behavior. What began as a social-media phenomenon is now creating its own events, performers and audiences — turning parks, beaches and public squares into stages for a new generation of internet-inspired entertainment.
What happens next?
Whether aura farming becomes a lasting youth movement or fades as quickly as other viral trends remains to be seen. For now, however, its rapid spread across Latin America demonstrates the growing influence of memes, video games and social platforms on youth culture beyond the digital world.
Source and further reading: This report is based on Associated Press reporting published September 1, 2026. Additional image references are credited to the respective publishers below each image.
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