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Aura farming (n.) is deliberately cultivating an air of effortless cool, usually through calm poses and dramatic gestures staged for the camera.
Collins Dictionary shortlisted "aura farming" for its 2025 Word of the Year, defining it as a persona "that looks effortless but is anything but."
Travis Kelce's recreation of the boat-kid dance drew over 14 million views; Paris Saint-Germain and F1 driver Alex Albon made their own.
The boat race that made the term global, Indonesia's Pacu Jalur, dates to the 17th century and races canoes up to 40 metres long.
Aura farming (n.) is posing as if no one is watching, for an audience of everyone.
Aura farming (n.) is staring into the middle distance until the algorithm notices.
Aura farming (n.) is nonchalance with a rehearsal schedule.
After his viral bow dance, 11-year-old Rayyan Arkan Dikha was named a Riau tourism ambassador and given a scholarship.
Aura farming (n.) is charisma treated as a crop: plant the slow head turn, harvest the reposts.
Aura farming (n.) is sunglasses, a slow walk, and the quiet hope that someone hits record.