Aura farming: How a video game-inspired trend is taking over Latin America

A new youth culture phenomenon is sweeping Latin America, blending video game logic with public performance. Known as "aura farming," the trend has moved from online platforms to beaches, plazas, and streets, where young people gather to compete for applause and social recognition.

At a recent gathering on a beach in Lima, Peru, dozens of participants dressed as comic book and animated film characters took part in what organizers call an "aura battle." Competitors performed dance-like routines, acrobatic moves, and character poses, with the crowd's cheers determining who advanced to the next round. One participant dressed as Spider-Man performed forward rolls and push-ups to techno music, while another mimicked a video game character's kicking motion.

The concept draws from gaming culture, where players "farm" for points or rewards. In this real-world version, participants aim to accumulate "aura" — a term borrowed from spiritual traditions describing an energy field around a person — by generating positive attention and good vibes.

"It's about letting your essence flow in a place where people are watching you, but where there is no shame," said Liam González, a 20-year-old film student who attended a Lima battle dressed as the movie character Shrek.

The trend first emerged in Brazil and spread rapidly through social media platforms. Peruvian content creator Fernando Lícito said he saw a video of a Brazilian aura contest in June and decided to bring the idea to Peru, where he has since organized three battles.

Participants draw on a mix of pop culture references. Some imitate soccer star Cristiano Ronaldo's signature goal celebration, while others repeat phrases like "six, seven" while moving their hands, referencing other online trends.

María Paula Martínez, a professor in the arts faculty at Colombia's Los Andes University, said the trend has moved beyond the digital world into physical spaces, giving teenagers a new way to socialize. "It's not about being popular," she said. "It's about showing off good vibes, and having others recognize that."

Aura battles have now been staged in Mexico City, Quito, and Buenos Aires, where dozens gathered in front of the Argentine capital's iconic Obelisk. The trend has also reached Spain, with events in Madrid, Burgos, and Zaragoza.

Not everyone has embraced the movement. In Lima's Miraflores district, officials cancelled an aura event over missing permits. In Cuiaba, Brazil, the mayor denied permits for a tournament, which was later moved to a university campus. Costa Rica's education ministry banned aura battles in public schools, citing concerns about conflicts and disruption.

In Mexico, however, the education minister welcomed the trend, posting a video in which he says he is "farming good education" ahead of the new school year.

For participants like González, the hobby is about self-expression and fun, even if older generations don't always understand it. "We were born in a different era," he said.