Tuesday, June 24, 2025

MND Perspectives Podcast: ‘Ahorita’ and Mexico’s perception of time

In the return of the MND Perspective Podcast, we take a look at how Tamanna Bembenek, co-owner of MND, reflects on the meaning of time after attending a festival in San Miguel de Allende. She cited comedian Jerry Seinfeld’s belief that “the secret of life is to waste time in ways that you like,” challenging the Western idea that time must always be productive.

There is a contrast between the American view of time as a commodity — measured, monetized and maximized — and the Mexican perspective, which values experiences and community over efficiency. In Mexico, the concept of “ahorita” reflects a flexible, cyclical approach to time, where events and traditions, such as Day of the Dead, connect time to nature and spirituality.

MND Perspectives Podcast | Mexico's approach to time and 'Ahorita'

As AI advances, society may need to shift from maximizing productivity to seeking fulfillment in meaningful experiences, understanding the difference between “spending” and “wasting” time. Taking a leaf from Mexico’s book might be just the way to maximize our enjoyment.

This podcast was produced using AI tools. All information collected and discussed in this episode was investigated, written and edited by human journalists. Compiled from a series of Mexico News Daily articles by Tamanna Bembenek. Edited by Rose Eglhoff. Podcast produced by Chris Havler-Barrett. 

Have something to say? Paid Subscribers get all access to make & read comments.
A Costco store in Santa Fe, Mexico City

Why do Mexicans love Costco so much?

8
Is it a store? Is it a lifestyle? Is it a status symbol? For Mexicans, the answer lies somewhere in between.
Fernando Reyes 

My American Dream is in Mexico: Fernando Reyes 

5
One Mexico City native made it big in the United States, only to realize what he was looking for was back at home all along.
A bartender in a black bar apron focuses on squeezing a lime wedge over a yellow cocktail in a glass on the bar while another bartender looks on in the background.

Keeping hold of the ‘real’ Vallarta: An interview with businessman Ulises Quijano

2
After 12 years in Vallarta, Quijano still loves it here — but he also sees what rapid development is doing to his adopted community.