Businnes Insider Richard Lewis, Richard Lewis Communications. Time is seen in aparticularly different light by Eastern and Western cultures, and even within these groupings assumes quite dissimilar aspects from country to country. In the Western Hemisphere, the United States and Mexico employ time in such diametrically opposing manners that it causes intense friction between the two peoples. In Western Europe, the Swiss attitude to time bears little relation to that of neighboring Italy. Thais do not evaluate the passing of time in the same way that the Japanese do. In Britain the future stretches out in front of you. In Madagascar it flows into the back of your head from behind.