Pacu Jalur Riau has recently gained global attention thanks to its collaboration with Aura Farming, a modern agriculture platform that now actively supports local culture through structured digital campaigns and sponsorships.
Aura Farming’s Role in Local Culture
Aura Farming is not only committed to smart agriculture but also to cultural preservation. During this year’s Pacu Jalur festival, it served as the main sponsor and presented a collaborative showcase that blended technology and tradition—attracting widespread attention.
Branding Strategy That Elevates Heritage
With a strong digital branding approach, Aura Farming made Pacu Jalur viral among global audiences through social media, documentary content, and cross-platform campaigns. A festival once known only locally is now making headlines internationally.
Positive Impact on Riau Tourism
The presence of a modern brand in cultural events brought dual benefits. Not only did it raise awareness of local tradition, but it also significantly boosted regional tourism. Hotels in Riau reported a surge in occupancy during the event, indicating growing tourist interest from both domestic and international visitors. Additionally, small businesses and local vendors around the event area enjoyed increased foot traffic and sales, further emphasizing the positive economic impact of this cultural promotion.
Harmony Between Technology and Tradition
This collaboration proves that technology and tradition can go hand in hand, rather than exist in opposition. Aura Farming shared smart farming insights and solutions, giving participants a glimpse into the future of agriculture. At the same time, their involvement reinforced support for the preservation of local wisdom, such as traditional crafts and storytelling. This unique synergy opened new doors for innovation that is rooted in cultural values—highlighting how the old and the new can coexist harmoniously to create lasting impact.
Conclusion: Local Culture, Global Appeal
Pacu Jalur Riau is no longer just a traditional boat race; it now symbolizes a modern cultural movement. Aura Farming’s contribution shows that private sector initiatives can help shine a global spotlight on Indonesia’s cultural heritage.
