What began as an internet meme has evolved into a new form of youth competition in parts of Latin America, where participants battle to see who can project the most ‘aura’.

Known as “aura battles”, the events have spread across countries including Mexico, Costa Rica, Brazil and Argentina. Young participants face off in public spaces, using dance moves, poses, gestures, acrobatics and other performances to win over crowds.

There are seemingly no fixed rules or judging criteria. Instead, contestants compete for the crowd’s reaction, with some events offering small cash prizes.

Frederick Luis Aldama, a humanities professor at the University of Texas at Austin, said the trend may appeal to young people in Latin America because of the region’s long tradition of gathering in plazas, parks and other public spaces.

He said the events offer young people a free and non-violent space to connect with others and spend time away from technology.

Aldama witnessed an aura battle at Mexico City’s Parque México and said the winner was not necessarily the person performing the most energetic moves.

“What I noticed was completely against what I had been trained to think would be the winner,” he said, adding that the winner was the participant who displayed “absolute total composure”.

From meme to movement

The competitions take their name from “aura farming”, an internet term used to describe doing something that makes a person appear cool, impressive or stylish without seeming to try too hard.

The phrase began gaining traction online in 2024 and became more widely popular the following year through viral videos of Indonesian boy Rayyan Arkan Dikha.

Dikha went viral for calmly dancing at the front of a traditional longboat during races in Indonesia. His composed movements led social media users to describe him as having a strong “aura”.

The term subsequently spread across social media, appearing in videos and posts celebrating athletes, celebrities and fictional characters.

Bringing the meme into the real world

Content creators have since turned the concept into live competitions, often staging events in public spaces and sharing footage online.

In Brazil, content creator Victor Gabriel Tourinho Camargo, known as Uvitinho, organised several aura tournaments in Suzano, attracting more than 200 participants.

He said the events were intended to bring an internet trend into the real world while encouraging people to interact and form friendships.

Similar events have been organised in Mexico and Argentina. In Buenos Aires, content creator Cieloween helped organise an aura battle after seeing videos of a competition in the coastal city of Mar del Plata.

She said participants often develop their own characters during the battles, with some choosing serious performances while others rely on humour.

The events have also drawn comparisons with earlier forms of youth competition, including Pokémon card battles, Beyblade contests and rap battles.

Not everyone is impressed

The trend has attracted criticism as well as attention.

In Brazil’s Cuiabá, Mayor Abílio Brunini prohibited an aura championship from taking place in the city’s main public space, saying participants might eventually feel embarrassed about taking part.

Despite the criticism, similar events have continued to appear across the region.

Aldama said the popularity of the competitions could reflect a broader desire among young people to reclaim public spaces and build connections after years of social isolation.

“There’s always going to be that negativity,” he said. “But what I saw and experienced was really working-class youth, especially in Latin America, gathering to celebrate something joyful.”