“Even before it went viral, the Ministry of Tourism had supported the Pacu Jalur event. So, it’s inaccurate to assume that our support only came after it went viral on social media,” said Tourism Minister Widiyanti Putri Wardhana when contacted by ANTARA in Jakarta on Wednesday.
Commenting on the globally viral “aura farming” video showing an 11-year-old dancing on the tip of a boat during a Pacu Jalur race, Wardhana said the phenomenon reflects the unique charm and appeal of Indonesian culture.
She noted that cultural traditions can remain relevant — and even go viral — when effectively packaged in the digital era.
The Pacu Jalur Festival is one of the four events selected from Riau province for the 2025 KEN program, a strategic initiative by the Tourism Ministry to support high-quality events that showcase Indonesia’s cultural wealth, in line with the ministry’s flagship IP-based event priorities.
Wardhana said that the ministry has supported Pacu Jalur through KEN since 2022.
This year, this support has included extensive promotions through KEN-owned media channels, Wonderful Indonesia, Pesona Indonesia, and Event by Indonesia, which have produced engaging social media content and interacted with major social media accounts that posted about the viral "aura farming" video.
The ministry is also working closely with local governments as event organizers to enhance event quality through coordination meetings, infrastructure support, capacity-building in event management, risk mitigation, and post-event evaluations to measure impact.
Additionally, the ministry has partnered with tourism industry players, such as online travel agency Atourin, to co-promote KEN events and design travel packages for the Pacu Jalur Festival through the Open Trip With (OTW) KEN initiative — aimed at attracting both domestic and international tourists.
“With Pacu Jalur included in Karisma Event Nusantara, it means the event has passed curation by the Ministry of Tourism. This status grants it promotional assistance and incentive support,” said Wardhana.
She emphasized that Pacu Jalur presents a valuable opportunity to expand Indonesia’s tourism reach.
The popularity of the “aura farming” video on the race, which originated in Kuantan Singingi, Riau, could amplify the promotion of other IP-based events across the archipelago.
The Pacu Jalur Festival is a unique draw for tourists, offering an immersive experience in Indonesia’s traditional sports and cultural heritage.
This year’s Pacu Jalur is expected to significantly contribute to Riau’s tourism economy. The Riau Tourism Office has predicted a 30-percent increase in visitor numbers compared to the previous year.
Chairperson of the 2025 Pacu Jalur Event, Werry Ramadhana Putera, previously said that the event could generate up to Rp75 billion in regional economic turnover.
Meanwhile, the Indonesian Hotel and Restaurant Association (PHRI) in Riau has anticipated higher occupancy rates at hotels and homestays across Pekanbaru and Kuansing during the event.
Pacu Jalur is a cultural tradition that dates back to the 17th century.
In the past, Kuantan Singingi residents used large wooden boats to transport harvests, often racing each other home — a tradition that eventually evolved into the Pacu Jalur competition.
Now, the Pacu Jalur Festival celebrates this distinctive and authentic piece of intangible cultural heritage, blending traditional sport, community spirit, and local wisdom.
The 2025 Pacu Jalur Festival is scheduled to take place from August 20 to 24 at Tepian Narosa, Teluk Kuantan, Riau.
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Translator: Primayanti
Editor: M Razi Rahman
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