The X fenomeno

There's a funny thing happening in Lima, which I tumbled upon the other day while walking around at lunch time. Normal people in the street start to dance on their own without much reason (well, a loud music can be heard, but that's pretty much it) and then just stop (at the same time as the music stops) and just walk away like nothing happened. It all made me think of that video clip of 100 people "stopping time" in New York's Central Station at the same time. Apparently, the event, whatever this is, is happening right now and is taking momentum. This is probably some kind of marketing campaign or something, as they have a really nice website, but until now, nothing is known about "El fenómeno X"... The mistery goes...