The centuries-old Pacu Jalur Festival in Kuantan Singingi, Riau, has gone viral worldwide, attracting millions of visitors and even bringing American rapper Melly Mike to Indonesia after his song became the soundtrack of the trend.
The 2025 festival officially opened on Wednesday (Aug. 20) at Tepian Narosa, Sungai Batang Kuantan, with Vice President Gibran scheduled to perform the ceremonial flag-off, marking the start of the traditional boat races that have been held for more than 120 years in Kuansing.
According to Antara, hundreds of spectators had already filled the riverbanks early in the day to witness the wooden boats—each crewed by 60 to 72 rowers—racing down the Kuantan River.
Viral Surge on Social Media
The Pacu Jalur boat race went viral worldwide after clips of young rowers rowing in harmony circulated online. The mesmerizing movements sparked the “Aura Farming” dance trend, popularized by child performer Rayyan Arkan Dikha, whose performance became a global sensation.
These clips often featured the energetic rap track “Young, Black & Rich” by Melly Mike, which soon became synonymous with the festival. The trend attracted not only Indonesian netizens but also foreign content creators and even international football players, who imitated the signature rowing dance online.
The viral spotlight boosted local tourism and economy. Organizers reported that the festival drew 1.4 million visitors, generating around USD 2.7 million in local economic activity.
Rapper Melly Mike to Perform in Pacu Jalur Festival
The unexpected popularity of his song in Indonesia prompted rapper Melly Mike to travel from the United States to Riau for the festival. The artist confirmed his arrival in Jakarta via social media on Tuesday (Aug. 19) before heading to Kuansing.
Festival chairman Werry Ramadhana Putera said, “Melly Mike wanted to perform on his own initiative. He contacted the committee himself and said his song became popular because of Pacu Jalur.”
In a video message shared with fans, Melly Mike expressed his excitement: “Hello Indonesia. This is Melly Mike, the creator of ‘Young, Black & Rich.’ I will be traveling to Riau for the Pacu Jalur Festival from August 20 to 24. Thank you for giving me the chance to experience your culture. Salam kayuah (paddle greetings).”
Melly Mike admitted he never intended his music to go viral. “When it comes to music, people are the ones who choose. I make music that speaks about my life,” he said, adding that honesty has always guided his creative process, according to Kompas.
He described the viral pairing of his song with Pacu Jalur as something natural: “I make music for myself and anyone who connects with it. I just want people to feel comfortable being themselves. Simple as that.”
Calling Indonesia his “second home,” Melly Mike said he was honored that his work had become part of a rich cultural tradition. “I’m happy you involve me in this culture, and I’m glad everyone welcomes me. This feels like a second home,” he told Kompas.
The rapper is also scheduled to perform live at Tepian Narosa during the festival, bringing the viral anthem “Young, Black & Rich” directly to the community that turned it into a global trend.
The Pacu Jalur Festival 2025 runs from August 20 to 24, blending tradition, tourism, and global pop culture in an unprecedented way.
Source: CNN Indonesia, Kompas
Photo Credit: The Jakarta Post
