Menbud Fadli Zon Highlights The Viral Path To Enter The Bollywood Artist Music Video

JAKARTA - Minister of Culture (Menbud) Fadli Zon emphasized that there is no limit in promoting national culture. He conveyed this when highlighting the phenomenon of the track dance from Riau which later went viral to the Bollywood Indian entertainment industry.

The phenomenon of "pacu jalur" and the "aura farming" trend are clear evidence of how the promotion of cultural heritage can be done through various facilities. This dance, which was popularized by Rayyan Dikha, continues to be a topic of conversation, especially after he appeared as a music video star for Bollywood singer, Zahrah S. Khan.

Fadli Zon explained that the track itself is a traditional boat race from Kuantan Singingi Regency, Riau, which is a legacy of Indonesian intangible culture that has been recorded and has a history of more than 120 years.

"This guide is Indonesia's unobjected cultural heritage, it has been recorded, and this tradition has been around for a long time," said Fadli in an event entitled "Increase with the Minister of Culture: One Year of the Ministry of Culture" in Senayan, Central Jakarta, last week.

"It's been more than 120 years, but it's only been viral this year," he added. This shows that there is actually no limit on how we can promote our culture, with all kinds of existing platforms. Incidentally, it's the platform Instagram, TikTok, and others on social media."

Menbud also revealed that the euphoria of this track dance has been followed by a number of well-known global figures, ranging from international football players, racers, to iconic K-pop groups such as BTS.

The track is global and is now immediately captured by Bollywood. I see this is a very extraordinary thing, which is very positive, "he said, underlining the positive impact of the virality.

Responding to this success, Fadli Zon also encouraged other Indonesian cultural heritages to imitate the achievements achieved by this runway.

"We hope that there are so many unique and authentic cultural heritages that are typical of Indonesia, which can be like that," he concluded, signaling hope for more Indonesian cultural wealth to penetrate global boundaries.