Trendytions: Assam’s fusion of tradition and viral trends

Shruti Gogoi

(shruti.gogoi95@gmail.com)

 The digital age has ushered in an era where fleeting moments have the power to echo across continents, reshaping how we connect, consume, and create. Viral trends born from the spark of a random video, a quirky challenge, or a resonating hashtag transcend borders and cultures, leaving waves of influence in their wake. Assam, a land where tradition intertwines with modernity, has not only embraced this phenomenon but added its own distinctive hues. Here, viral trends become more than a passing tide; they are a mirror of the state’s heritage, reframed in the language of a global digital culture.

Viral trends are the poetry of our interconnected times, where the smallest gesture, a rhythmic dance to a catchy tune, a meme capturing the humour of everyday life, or a beautifully composed short video can ripple outward, transforming into a shared experience among millions. In Assam, these ripples resonate deeply, playing a dual role: casting a global spotlight on its culture while welcoming the world’s influences into its fold. Take, for example, the trends that celebrate traditional attire, such as the mekhela chador, which blend age-old elegance with contemporary creativity. These moments do more than delight; they inspire a renewed reverence for the past while embracing the spirit of innovation.

The rapid spread of trends has rewritten the rules of how culture is celebrated. Festivals like Bihu, already a symbol of Assamese pride, have found fresh expression in the digital realm. Viral videos showcasing Bihu dance performances, sometimes reimagined with modern beats, evoke both pride and curiosity. They embody the spirit of cultural exchange, turning the local into the global and the global into something intimately local. Through these trends, Assam doesn’t just participate in the digital narrative; it enriches it. When an outsider watches a Bihu dance choreographed to fusion music or sees a creative rendition of Assamese art, they’re drawn into a world that’s vibrant, rhythmic, and unapologetically unique.

Food, another cornerstone of Assamese identity, has also been reshaped by the digital trend machine. Traditional delicacies such as pitha, narikol laroo, and jolpan have found a new lease on life, thanks to viral food trends. On platforms like Instagram, these simple, soulful dishes are often presented with a modern twist. For example, videos showcasing the art of preparing pitha, accompanied by soothing background music, have turned these recipes into visual and emotional experiences. Younger audiences, drawn to the aesthetics and nostalgia of such content, have become proud torchbearers of their culinary heritage. This digital revival has not only reconnected people with their roots but also introduced Assamese cuisine to global food enthusiasts.

However, viral trends in Assam extend far beyond the realms of food and fashion. They have become powerful tools for activism and awareness, amplifying voices and shedding light on crucial issues. When the Dehing Patkai rainforest faced threats of deforestation, hashtags like #SaveDehingPatkai spread like wildfire, rallying people across Assam and beyond. Similarly, annual floods, which devastate vast areas of the state, have gained national attention through poignant social media campaigns. These digital movements, powered by collective voices, transform fleeting moments into enduring calls for change, proving that the digital space can be a realm of both creativity and conscience.

Memes, too, deserve a special mention in Assam’s viral landscape. With their ability to distil complex emotions into a single image or line, memes have become a form of expression that transcends linguistic and geographical barriers. Assamese memes, often infused with local dialects, inside jokes, and cultural references, offer a unique blend of humour and relatability. They serve not only as entertainment but also as sharp social commentary, reflecting the mood of the region while fostering a sense of community. A witty meme about traffic in Guwahati or a playful jab at daily life in Assam can evoke laughter, nostalgia, and a shared sense of belonging.

Yet, like the tides, viral trends bring challenges along with opportunities. Their ephemeral nature often prioritizes fleeting engagement over meaningful depth, leaving creators and audiences grappling with a sense of impermanence. The unrelenting pace of trends can lead to burnout, as creators strive to stay relevant in a world that demands constant novelty. Worse still, not all trends uplift; some perpetuate harmful stereotypes or encourage reckless behaviour, highlighting the darker side of virality. For instance, dangerous challenges have occasionally made their way into Assam’s digital spaces, raising concerns about their impact, especially on younger audiences.

Despite these challenges, the transformative power of viral trends on Assam’s cultural and digital landscape is undeniable. They invite dialogue, spark innovation, and inspire people to view their heritage through fresh eyes. This interplay of tradition and modernity reflects the resilience and creativity of the Assamese spirit. It is not a compromise but a harmony, a delicate balance that embraces the best of both worlds with grace and ingenuity.

Moreover, the economic potential of these trends cannot be overlooked. As viral moments draw attention to Assamese culture, they also create opportunities for local artisans, entrepreneurs, and businesses. Handloom weavers, for example, have found new customers as their intricately woven mekhela chadors gain popularity online. Similarly, tea estates have leveraged the charm of Assam’s tea culture, turning viral trends into campaigns that resonate with global audiences. Such moments underscore how virality, when approached thoughtfully, can translate into tangible benefits for communities.

Another fascinating aspect of viral trends is how they reshape relationships across generations. In Assam, digital trends have become a bridge between the old and the young, fostering conversations that might not have occurred otherwise. Grandparents teaching their grandchildren the art of preparing laroo for a viral video or families dancing together to trending songs represent more than just content creation; they symbolize the preservation of tradition in a modern context. These intergenerational moments are as heartwarming as they are meaningful, reflecting the role of trends in fostering deeper connections.

Viral trends are far more than fleeting phenomena. They are reflections of our evolving identities, collective priorities, and shared aspirations. For Assam, they are opportunities—opportunities to showcase its unique culture, amplify its voice, and connect with a global community that thrives on diversity. Whether it’s through the rich flavours of its cuisine, the rhythmic beauty of its dances, or the quiet power of its activism, Assam’s presence in the digital age is both profound and promising. As one viral moment fades to make way for the next, what remains is the lasting impression of a state that has woven its traditions into the digital tapestry of the world. Assam’s journey through the realm of virality is not just a story of trends but a testament to its enduring essence—an essence that is as timeless as it is adaptive, as rooted as it is ready to soar.