Juan Time, or Filipino Time?

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Tuesday, December 31, 2013

ALLOW me to greet you a Prosperous and Happy New Year in 2014. May your troubles in the coming year be as short-lived as your New Year’s resolutions.

At the stroke of midnight Tuesday, we welcomed the New Year, and if you still didn’t know, the formal introduction of “Juan Time,” or the Philippine Standard Time (PST).

Let’s see if Juan Time can replace Filipino Time in this new year.


Filipino hosts usually set the time for a gathering an hour or so earlier, knowing that the guests will arrive an hour or so late.

The uninitiated, mostly foreigners, are usually surprised to see that they're the first ones to arrive and the only ones there for the first hour or so.

They call that Filipino Time. Then they try to be late for an hour the next time, only to be surprised to find out that their hosts, knowing there are foreigners, were there an hour earlier.


Department of Science and Technology Secretary Mario Go Montejo said the campaign for the use of Juan Time is meant “to reverse the negative connotations of Filipino Time from tardiness to punctuality, discipline and utmost regard for other people’s time.”
He said being late translates to “missed opportunities.”

It has been said that the early bird catches the worm. That’s only good if you’re the bird.


The PST slogan is, “Juan Time: Pinoy Ako, On Time Ako,” with the country’s two telecommunications giants, Smart and Globe, as active partners.

Ramon Isberto, Smart public affairs head, said the theme “is very appropriate in the context of keeping our diverse country of more than 7,000 islands in step with the world.”

Yoly Crisanto, Globe’s corporate communications head, said the network can enjoin Filipinos “to observe a common reckoning of time across the country.”

Forget about synchronizing all clocks and watches. Synchronize time in all cellphones instead.

Published in the Sun.Star Cebu newspaper on January 01, 2014.


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