Aura Farming Goes Viral: How Heesen Yachts Define Quiet Cool in the Superyacht World

Aura farming, the new social media viral phenomenon has captured attention with its effortless allure and magnetic appeal in the yacht sector.

Aura Farming: A Social Media Snapshot

Recently highlighted by the BBC on July 11, 2025, aura farming originated from a spontaneous dance by  11-year-old Rayyan Arkan Dikha at the Pacu Jalur festival in Indonesia in August 2023. Originally shared on TikTok in January 2024, Dikha’s composed movements and the phrase “aura farming” quickly went viral, inspiring countess imitations worldwide.

This trend didn’t appear in a vacuum. Dikha’s video served as a catalyst, resonating across TikTok and Instagram due to its cool and composed demeanour amidst a fast-paced setting. This sparked a global wave of reaction as creators mimicked his simple yet impactful display of self-possession.

What exactly is “aura farming,” and what do these videos convey? It’s more than a dance; it’s about projecting innate coolness and a magnetic presence. Aura farming reels communicate authentic self-expression, quiet confidence, and a rejection of performative online behaviours. They embody a sense of mastery, suggesting calm competence in unexpected situations which is a universally appealing quality in today’s curated digital landscape It’s about understated, powerful self-possession, championing natural magnetism in the digital age.

From Digital Resonance to Superyacht Sophistication, with Celebrity Echoes

“Aura farming’s” essence—understated, powerful presence—resonates deeply in luxury yachting. A superyacht makes a statement and in an era valuing understated sophistication, “aura farming” offers a unique perspective. It’s not about flaunting wealth; it’s about exuding effortless confidence. This ethos aligns perfectly with Heesen’s philosophy.

Dikha’s dance quickly caught the attention of celebrities and sports teams worldwide. NFL star Travis Kelce recreated the moves, highlighting their broad appeal. Footballer Diego Luna used them in his goal celebrations, while F1 driver Alex Albon shared his version online. Major clubs like AC Milan and Paris Saint-Germain (PSG) also adopted the “aura farming” aesthetic in their social media content to engage younger audiences. These examples show how this quiet confidence resonated globally.

At Heesen, we build yachts with innate elegance and commanding presence. An exceptional yacht speaks volumes through its design without needing to shout. This philosophy, central to our approach, mirrors the essence of aura farming.

Heesen’s Embodiment of Quiet Confidence: Project Agnetha and Reliance

Our commitment to this design philosophy is showcased in Project Agnetha, our 55m FDHF Designed by Omega Architects, Agnetha embodies aura in its sleek, understated lines. She exudes allure effortlessly, emphasising performance and efficiency with her Fast Displacement Hull Form (FDHF), gliding gracefully, a testament to her aura.

This design ethos is also evident in Project Agnetha’s predecessor, Reliance, a Heesen 55m. In fact, on board our Project 20955 Agnetha, the latest in our 55m steel class, we even created our own version of the viral trend, with a crew member performing “aura farming” moves on the yacht’s bow, directly engaging with the phenomenon. This showed a playful, sophisticated connection to the trend, highlighting our yachts as platforms for contemporary expression.

Project Agnetha’s interior, by Luca Dini Design and Architecture, provides a canvas for sophisticated living. Every detail contributes to a sense of mastery and elegance, ensuring luxury that speaks for itself.

Share Your Aura

“Aura farming” is more than a fleeting internet sensation; it reflects an appreciation for genuine presence and effortless sophistication. At Heesen, our yachts embody this spirit, offering clients a statement of refined taste and a connection to effortless coolness.

We invite readers to tap into their ‘aura’ and share their “aura farming” reels. Tag us on social media and use #HeesenAura. We look forward to seeing your interpretations!

Written by Sara Gioanola