Pacu Jalur: The Tradition That Conquered the Algorithm (Part 1)

ANTARA — From the banks of the Narosa River in Kuantan Singingi, a tradition has attracted attention around the world. Pacu Jalur has conquered the algorithm, turning a local tradition into a global phenomenon. Rayyan Arkan Dhika has helped draw the world’s attention, with his “aura farming”.

Yet long before it went viral, Rayyan and other young people were already part of the tradition’s generational renewal. Its digital popularity offers an opportunity to introduce Indonesian culture to the world, while also raising the question of how a fleeting phenomenon can become a lasting cultural force.