'Seiko Time White Paper 2026': Time enters the era of 'Taipa & Men-pa'

Seiko Time White Paper 2026

The Seiko Group (Chairman, Group CEO, and Group CCO: Shinji Hattori; Headquarters: Chuo-ku, Tokyo) has been releasing the annual 'Seiko Time White Paper' since 2017, investigating consumer attitudes toward time in honor of 'Time Day' on June 10. This 10th edition explores three themes: Time Performance (Taipa) and AI, time management, and perceptions of time.

### The emergence of Men-pa (Mental Performance) The white paper introduces 'Men-pa' as a new metric following cost-performance and time-performance. It defines a consumption style that prioritizes psychological fulfillment and conviction. While the focus on Taipa has taken root in society (65.8%) and AI usage is accelerating (51.9%), there is a simultaneous trend toward valuing time without efficiency, as seen by respondents agreeing that 'time doing nothing is necessary' (74.3%) and 'wanting to make choices I am convinced by' (74.6%). An era of 'Taipa & Men-pa' has arrived, where people effectively balance both.

### Time perceptions are naturally diverse Approximately 90% of respondents have experienced discrepancies in time perception with others. 80.8% agree that it is natural for people's perceptions of time to differ, reflecting a trend toward flexible time sharing across generations and situations.