The Department of Science and Technology (DoST) over the weekend invited everyone to support the “Oras Pinas: Filipino, On Time Ka!” campaign in celebration of National Time Consciousness Week, happening from 01 to 07 January 2026.

Aimed at ending the negative culture of “Filipino time” and promoting punctuality, the campaign encourages Filipinos to adopt discipline and respect for others’ time. The celebration is supported by DoST’s attached agencies, the Science and Technology Information Institute (DOST-STII) and the Philippine Atmospheric, Geophysical, and Astronomical Services Administration (DOST-PAGASA).

The High Cost of Every Second

Being late is not just a habit; it has real economic consequences. A study by the Japan International Cooperation Agency (JICA) revealed that the Philippines loses a staggering P3.5 billion every day due to severe traffic and the resulting delays in Metro Manila, affecting investment and production nationwide.

The Science of Atomic Precision

To help everyone stay synchronized, Republic Act 10535, or the Philippine Standard Time Act of 2013, established DOST-PAGASA as the nation’s official timekeeper. In 2015, PAGASA acquired the Precise Time-Scale System, an atomic clock setup consisting of three high-performance cesium clocks, providing a national timing reference synchronized to Coordinated Universal Time (UTC) using GNSS signals. The system distributes time signals in multiple formats, including 5 MHz, 10 MHz, AM/DC IRIG-B, 1 PPS, and NTP, ensuring accurate Philippine Standard Time (PhST) for institutions and the public.

How You Can Join the Movement

Participation does not require being a scientist. The DoST is working with partners like Project W.A.T.C.H. and SM Prime to spread the message. During the first week of January, “Oras Pinas” banners will be displayed on giant LED boards nationwide, and commercial slots will air in cinemas.

The goal is simple: synchronize everyone’s clocks, mobile devices, and mindset to Philippine Standard Time. By following Oras Pinas, individuals demonstrate respect for others and contribute to greater efficiency and productivity.

The Surprising History of Being Late

Why does “Filipino time” exist? Historian Prof. Xiao B. Chua explained on Radyo Siyensya that pre-colonial Filipinos followed natural cycles and solar positions—like takipsilim (twilight) and harvest periods.

Two historical factors later shaped the habit of lateness:

1. A Status Symbol: During the Spanish era, high-ranking officials intentionally arrived late to events to display social importance.

2. A Colonial Label: American administrators labeled Filipinos as “lazy,” ignoring the cultural difference of a more relaxed view of time compared to industrial societies.

National Time Consciousness Week encourages a return to awareness of time’s value, showing that punctuality benefits individuals, communities, and the nation.