If you’ve ever waited for a South African to do something “just now”, you have probably learned the hard way that it doesn’t mean “right now.” And when they promise to do it “now-now,” don’t start the stopwatch – they are on their way… eventually.
These South African time phrases are a national treasure: confusing to outsiders, natural to locals, and a perfect reflection of Mzansi culture.
Let’s unpack how these quirky expressions came to be – and why they tell a uniquely South African story.
The real meaning of South African time phrases: ‘just now’ and ‘now-now‘
These time-phrases reflect our languages, our culture, and that distinct South African rhythm you’ll hear in everyday slang.
In Mzansi, time runs on vibes. When someone says they will do something “just now”, they might mean in a few minutes, later today, or perhaps sometime this week. It’s the ultimate phrase for eventually.
According to the Dictionary of South African English (DSAE), “just now” comes from a local twist on standard English, influenced by Afrikaans and other regional languages.
Then there’s “now-now,” which comes straight from Afrikaans nou-nou. The DSAE defines it as “in a moment” or “in the immediate future (or past).”
To summarise the Mzansi time code:
- Now: Right away (in theory, but not always in practice).
- Now-now: Soon, but not quite yet.
- Just now: Who knows? But eventually.
Where the linguistic magic comes from
This flexible approach to time reflects South Africa’s wonderfully blended cultures and languages. It’s the same creative energy that gave us robots instead of traffic lights.
South African English borrows from Afrikaans, isiZulu, and other local languages, making it one of the most expressive forms of English on earth. The DSAE reports that around 40% of South African English vocabulary shows Afrikaans influence.
The phrase “now-now” is a classic example of reduplication – repeating a word for emphasis – borrowed from Afrikaans nou-nou, meaning “in a moment”. These phrases capture a cultural rhythm that values connection over the clock.
A language shaped by culture
For many South Africans, life moves to a rhythm that’s more human than scheduled. It’s not about the ticking clock, but about conversation, context, and connection.
That’s why “I’ll call you just now” might actually mean after lunch, after the rugby, or after the next cup of tea. And somehow, nobody’s upset about it.
Time bends a little in South Africa, and that flexibility reflects something truly special about the culture: warmth, humour, and an ability to find flow in the everyday.
So when will it happen?
The next time someone says “I’ll do it just now”, don’t panic – it will happen. Eventually.
And if they say “now-now”, they mean it’s coming soon… maybe right after another cup of Rooibos.
That’s the beauty of South African time phrases: they are about living in sync with Mzansi’s rhythm, not watching the clock.
