Learning From Path Pacu Trends: Need Smart Management So That Indonesian Culture Is Globally Known

Tradisi Pacu Line dari Kuantan Singingi, Riau, tengah viral di media sosial (Dok Kementerian Pariwisata dan Ekonomi Kreatif)

JAKARTA - Riau University economic observer Gatot Wijayanto said the need for business matching between local MSME players and creative industry players so that the Pacu Line tradition can be global.

The traditional boat rowing or canoe tradition, known as the Pacu Line from Kuantan Singingi, has attracted global attention from a viral interval on TikTok social media.

The viral tradition of Pacu Jalan is said to be a Riau cultural economy, an opportunity that rarely comes twice. But on the other hand, it is also very easy to disappear if it is not managed systemically.

Seeing the tradition of Pacu Line that went viral thanks to TikTok is proof that social media and technological sophistication are able to become a bridge for local cultural values to be widely known.

Citing Kompas, Indonesia has 1,941 Intangible Cultural Heritage (WBTb) which has been determined out of a total of 8,065 cultural works recorded. Since 2014, Pacu Jalan has been one of the Indonesian WBTb from the Ministry of Education, Culture, Research and Technology.

However, not many Indonesians have known this Pacu Path tradition, until it finally went viral on social media over the past few weeks.

Warganet also feels that the government is less active in introducing cultures from various regions in Indonesia. In fact, the Pacu Jalan Festival will be held from 20 to 25 August 2025. The viral Pacu Line on social media should be an entry point so that this tradition is better known not only in Indonesia, but also in the international community so that it has a high selling value.

"We are rich in cultural values and we have to pack today through technology. This phenomenon also sees that people around the world, even celebrities, see things in Riau there are unique things," said Lancang Kuning University Cultural Science Lecturer (Unilak) Hang Kafrawi, M.Sn.

Meanwhile, Gatot Wijayanto highlighted the pattern of tourism communication so far, which according to him is only reactive and not integrated. He emphasized the importance of cultural promotion so that the Pacu Line echo is not dim.

According to him, the Riau Provincial Government and the Kuansing Regency Government must start collaborating with digital, international media channels, and related ministries, not just hoping for organic content.

"We need a culture narrative that is curated professionally. There must be documentation of Pacu Line that is worked on in the class of theNetflix documentary. There must be a brand ambassador that carries the name Pacu Line around the world," said Gatot.

In addition to European football clubs AC Milan and Paris Saint-Germain, NFL star who is also Taylor Swift's lover, Travis Kelce, also trends in Pacu Paths. In a post on his personal TikTok social media, Kelce displays a clip of a child dancer in the Pacu Line race and juxtaposes it with various clips of his habit of dancing between American football matches.

According to Gatot, this moment should be used optimally to further introduce the tradition of Pacu Paths to the international community. He suggested that marketing influencers be combined with a destination promotional strategy.

For example, the collaboration between local TikTok content creators and world celebrities who have raised "aura farming" to the global public.

If Travis Kelce can dance like a Coki kid (a danceer at the ends of a Pacu Path) boat, why don't we make that a designed cultural diplomacy door? Gatot added.

He said the Pacu Path tradition has economic potential if it is managed seriously. However, Gatot said the need for business matching between local MSME players and creative industry players, either to sell merchandise or special line fashion products.

"If we are smart, what is sold is not only shows, but the entire ecosystem starts from stories, costumes, music, even enthusiasm," he said.

Gatot reminded that the viral tradition of Pacu Jalan should only be an 'early fire'. Without smart management and long-term promotion strategies, the public interest will just go out.

We are facing a rare momentum where traditional culture can become a new currency in the regional economy. But only if we have the courage and intelligence to manage it measurably," he concluded.