I like the INTERVAL expr unit notation. It seems to me more readable:
SELECT NOW(), NOW() + INTERVAL 10 MINUTE; +
If you want to select existing rows and add 10 minutes to the result:
SELECT the_date + INTERVAL 10 MINUTE FROM tbl;
If you want to modify existing rows stored in a table, you can use:
UPDATE tbl SET the_date = the_date + INTERVAL 10 MINUTE;
If you want to increase strength by 10 minutes on insertion, you will need a trigger:
CREATE TRIGGER ins_future_date BEFORE INSERT ON tbl FOR EACH ROW SET NEW.the_date = NEW.the_date + INTERVAL 10 MINUTE
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