The Generation Z craze of “farming aura” — earning imaginary charisma points — has exploded across Argentina. While Mendoza gears up for its first official competition, a Mar del Plata meetup ended in stone-throwing, sparking debate about the limits of this internet-born culture.

What Is “Farmear Aura”?

If you’ve been online lately, you’ve probably seen the phrase “farmear aura” — a playful expression that combines the English verb “to farm” (as in gaming, where you repeat actions to gather resources) with “aura”, internet slang for presence, charisma, and symbolic reputation. In short, it means doing deliberate things to look cool, confident, or stylish — and gaining imaginary points in the process.

The trend exploded in 2025 and is now a staple of memes, especially in Latin America. By 2026, it has moved from screens to physical spaces: young people gather in plazas to hold “aura battles”, where they show off poses, gestures, and attitude. Common moves include the “six seven” (a hand wave from rap culture), the “sigma” pose (serious and aloof), and references to Lionel Messi, considered by many as the “king of aura.”

First Official Competition in Mendoza

Argentina is now formalizing the trend. This Friday, August 21, 2026, at 5:30 PM, the group “Estudiantes por Maipú” will host the country’s first official “farmear aura” competition at Plaza departamental 12 de Febrero in Maipú, Mendoza. The event is free and open to all, with prizes for participants. Registration is done via an online form shared by the organizers.

Key Details: Mendoza Event

  • Date: Friday, August 21, 2026
  • Time: 5:30 PM
  • Location: Plaza departamental 12 de Febrero, Maipú, Mendoza
  • Organizer: Estudiantes por Maipú
  • Cost: Free, with prizes

Mar del Plata: A Dark Turn

But the trend has also shown a dangerous side. On Monday, August 17, 2026, a similar aura competition at Plaza Mitre in Mar del Plata turned violent. According to Infobae, dozens of teens had gathered near Avenida Colón, between Hipólito Yrigoyen and San Luis, to compete. The event was peaceful until a group of adults suddenly attacked with stones and bottles. Videos on social media show the aggressors laughing while throwing objects, and some teens retaliating. One child is heard saying, “They hit someone.” Fortunately, no serious injuries were reported, and police were not called.

Where Did This Trend Come From?

“Farmear aura” originated in 2024 and went viral during 2025 through clips of people acting with exaggerated confidence. By 2026, it has become a global meme, but it’s especially popular in Latin America — with aura battles reported in Brazil, Bolivia, Peru, Paraguay, and now Argentina. The scoring system is purely imaginary: viewers comment “+1000 aura” or “−5000 aura” to judge someone’s moves.

How do you gain aura? It’s all about keeping your cool. Responding with wit, striking a confident pose, or staying unfazed under pressure adds points. Tripping, trying too hard, or getting embarrassed subtracts them.

A Trend That Inspires and Worries

The Mar del Plata incident shows that even fun trends can escalate when boundaries are crossed. Still, organizers and participants emphasize that the original spirit is about creativity and self-expression, not confrontation. The Mendoza competition is expected to draw a large crowd and set a positive example for other cities.

As the trend continues to evolve, it’s clear that “farmear aura” is more than a meme — it’s a cultural movement that blends gaming language, street style, and social media, and it’s here to stay, at least for now. Whether you’re a seasoned “aura farmer” or just a curious observer, there’s no denying its impact on young people across the region.