The popularity of Pacu Jalur has surged due to the viral "aura farming" phenomenon, which features a young dancer named Dika from Indonesia. The child's performance on a boat during the traditional competition has gained worldwide attention, with many TikTok users creating meme videos imitating Dika's movements while rowing on Kuantan Singgi boats. The trend was further amplified by Paris Saint-Germain football club and Italian club AC Milan, who posted videos of themselves imitating Dika's dance style. Rapper KSI also showcased the child's moves, and NFL star Travis Kelce has incorporated Dika's dance into his celebrations whenever he scores a touchdown, with Taylor Swift being his boyfriend.