A viral video of a child on a boat was an unexpected catalyst for one of Collins Dictionary’s most notable words of 2025: “aura farming.” This term, which describes the art of deliberately cultivating a cool and charismatic persona, highlights the powerful influence of online trends on language.
“Aura farming” originated in gaming circles but broke into the mainstream this year, largely fueled by the “boat kid” video. The clip, which sparked a viral dance trend, became a prime example of someone effortlessly “farming aura.” This phenomenon was quickly picked up by celebrities, including NFL star Travis Kelce, further cementing the term in the public consciousness.
The inclusion of “aura farming” on the 2025 list, which was ultimately won by “vibe coding,” shows how lexicographers are tracking language that bubbles up from niche online communities. The 24-billion-word Collins Corpus monitors social media heavily, catching these terms as they spread.
The list also featured other slang terms reflecting modern social dynamics. “Glaze,” meaning to flatter someone undeservedly, gained traction as a popular term of disapproval online, often used to call out sycophantic behavior toward influencers or celebrities.
Together, “aura farming” and “glaze” illustrate a language obsessed with authenticity and perception. They are the words we use to navigate the complex social performance of online life, where appearing charismatic is a skill to be “farmed” and insincere praise is immediately called out.