# Latin America's parks taken over by teen 'aura farming' battles Youth in Mexico, Brazil, and Costa Rica are gathering for public 'aura farming' competitions. - **Source:** [Fast Company](https://www.fastcompany.com) - **Published:** 2026-08-24 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/31a3cf44-4adc-439d-b668-7c23afddcb95 ## A new social phenomenon A new competitive trend called 'aura farming' is spreading among youth in Latin America. Parks and university courtyards in Mexico, Brazil, and Costa Rica have become battlegrounds. Participants use gestures like the six-seven hand sign and dab moves originating from internet culture. This phenomenon represents the real-world manifestation of a trend that went viral on social media. ## What is aura farming? Aura farming is a performance-based competition where participants try to 'out-mog' each other with specific hand gestures and poses. The concept draws inspiration from digital avatar attributes. Contestants believe their moves strengthen their 'aura.' The winner is whoever appears 'cooler' than others. This activity is particularly popular among 16-24 year olds across urban centers. ## Regional spread The phenomenon is concentrated in Mexico City, São Paulo, and San José. University campuses and central parks in major cities serve as main gathering spots. Local authorities report some events attract over 100 participants. Several municipalities are considering designating special areas to accommodate these gatherings more formally. ## Social media's role TikTok and Instagram Reels play a pivotal role in spreading this trend. Videos tagged #AuraFarming have garnered millions of views. Influencers fuel the trend by sharing their unique move combinations. Some brands are developing youth-focused marketing campaigns around this content. As algorithms prioritize such videos, the phenomenon grows exponentially. ## Cultural context Latin American youth culture has long embraced street performances and public socializing. Since the 2010s, flash mobs and dance battles in parks were popular. Aura farming represents a digital-age adaptation of this tradition. Experts note post-pandemic youth's craving for physical interaction also drives this trend. The activity blends physical presence with digital culture references. ## Commercial opportunities Local businesses are discovering marketing opportunities around aura farming events. Sportswear brands promote apparel designed for optimal movement. Energy drink companies sponsor gatherings. Entrepreneurs are developing 'aura scoring' apps. Analysts project this new market could exceed $50 million by 2024 as brands rush to capitalize on the trend. ## Criticism and debate Some parent groups argue the activity is a waste of time. Educators note students practicing aura moves instead of studying. Psychologists highlight these collective activities boost youth confidence. Municipal authorities debate whether gatherings comply with public space regulations. The phenomenon sparks discussions about generational values and urban space usage. ## Global potential This Latin American-born trend shows signs of going global. Reports indicate similar activities emerging among youth groups in Europe and Asia. Cultural researchers predict it may become a Gen Z self-expression staple. For brands, it represents a new youth marketing channel. The phenomenon demonstrates how internet culture increasingly shapes real-world social interactions across borders. ## Sources covering this story - https://www.fastcompany.com/91595081/aura-farming-battles-mexico-brazil-latin-america — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._