Just now February 2025

In January, we established that South Africans have a fairly complicated relationship with the word ‘now’. Speaking of relationships, Valentine’s Day is around the corner!

In South Africa, this ‘happy love day’ is marked by enthusiasm and creativity, with couples finding various ways to celebrate their love while embracing both local traditions and global influences.

Allow us to remind you that communication in any relationship can be tricky and in South Africa doubly so, with the phrase ‘just now’ often used so casually that it can lead to unexpected delays and humorous situations.

So, if your date says they’ll see you ‘just now’, remember, it might be wise to check back in a minute!

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Robyn Joubert is the marketing manager at Chemuniqué, contact Robyn at 074 252 3333 / robyn@chemunique.co.za.

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