When Memes Take the Plaza
In the middle of a cheering crowd in Mexico City, two teenagers are limbering up for battle, as described by the Buenos Aires Times and Malay Mail. Staring at each other intently, they look as if they could come to blows. Instead, they take turns to silently perform a series of moves and poses that look, to the untrained eye, as if they are playing charades or breakdancing. This is the phenomenon of "aura farming" battles, a social media trend that has spilled onto the streets of Latin America.
Carlos Irving Quintana, a slim 14-year-old with purple hair, wins cheers with his enactment of the iconic "Siuuu" leap of Portuguese football star Cristiano Ronaldo. He then performs "mewing," a TikTok trend where people suck in their cheeks and point a finger at their jawline to emphasise their facial features. His opponent responds by juggling his outstretched palms in a "6-7," a viral youth meme that has no fixed meaning but has become so ubiquitous that even Pope Leo has taken to performing it, according to reports from both outlets.
A Contest of Charisma
These battles are not physical fights; the winner is selected by spectators based on confidence, charisma, and creativity, as described by Africa News. The name draws from the online slang "aura," which on TikTok and Instagram refers to a person's style or attitude, with "100% aura" serving as high praise for the most effortlessly cool persona. "Farming" refers to repetitive tactics used to gain points in video games. The phrase "farmear aura" began as a joke about collecting imaginary "aura points" online before becoming a real-world competition, Africa News reports.
The contests are fast-paced, echoing the short, high-impact videos that helped spread the trend. Competitors take turns performing for just a few seconds, using viral dances, meme references, exaggerated expressions, and improvised moves. Most participants are between 14 and 20 years old, as noted by both Buenos Aires Times and Malay Mail.
The Mexico City Face-Off
The recent Mexico City edition took place in front of the Palace of Fine Arts, organised by 22-year-old Aldhir González, according to Buenos Aires Times and Malay Mail. The winner was Kaled Rosales Salazar, who mimicked lassoing and leading his opponent, Quintana, like a horse, using a giant white sandal as a prop (both outlets corroborate).
There is some disagreement over the purse: Buenos Aires Times and Malay Mail report the winner received 3,000 Mexican pesos (about US$177, or about RM716), with Rosales planning to attend more battles for fun and to get out of the house. Africa News, however, describes a different edition where a 16-year-old won 2,000 Mexican pesos (around €100), and a runner-up received 1,000 pesos, in a contest watched by a jury that recognised the lad's potential from the start.
Regional Spread and Reactions
Beyond Mexico, Buenos Aires Times and Malay Mail note that aura battles are gaining popularity in Argentina, Brazil, Peru, and Bolivia; Africa News adds Paraguay to the list of countries where similar competitions have appeared. Events have been held in Veracruz and announced in Xalapa and Mexico City, writes Africa News.
As the phenomenon spreads, it has drawn attention from public figures and institutions. Boca Juniors, the Argentine football club, posted on social media platform X a photo of midfielder Santiago Ascacibar celebrating an addition to his own aura, joked that his aura was unbeatable, say Buenos Aires Times and Malay Mail. In some cases, local officials have reacted negatively: a mayor in Honduras banned aura battles and suggested that young participants be made to do mandatory military service, both outlets report.
Yet some see a positive aspect. Venezuelan psychologist María Eugenia Tovar defended the contests, saying they can give teenagers an opportunity for genuine in-person encounters, as carried by Buenos Aires Times. In Argentina, the prize for winning an aura battle is simply the unmeasurable "absolute aura" itself, Malay Mail adds.
As the trend continues to migrate from screens to squares, it presents a new, playful way for young people to express themselves in public. For Kaled Rosales Salazar, it’s just a chance to have some fun and leave the house — a sentiment echoed by others who gather to cheer, record, and join in.