This paper explores the use of memory and time as a literary device in Elif Shafak’s novel,” 10 Minutes 38 Seconds in this Strange World”. This study looks at the different aspects of Shafak’s work and how the novelist employs memory as a useful technique to evoke her power of imagination evolving in timeless setting. The primary source of data for this study is the novel "10 Minutes 38 Seconds in this Strange World" by Elif Shafak (2019). Additionally, the data has been collected from secondary sources as indicated in the references section. This research utilizes a qualitative content analysis approach to investigate Shafak’s literary work. The content analysis method is a systematic research approach used to analyze and draw inferences from textual data. "10 Minutes 38 Seconds in This Strange World" serves as demonstration to the author's adeptness in storytelling, as it intricately crafts a narrative that encompasses the ephemeral minutes immediately following the demise of its central character, Leila. As the protagonist's life gradually diminishes, the story delves into a profound examination of her recollections, displaying memory on play, with each passing moment unveiling a complex tapestry of past events that have influenced her being.