Love Knows No Bounds: VIA's Enduring Legacy

CRISOSSTOMO FEATURE

For over three decades, the Ateneo Economics Association has been running Valentine’s in August (VIA)—an annual bazaar designed to create artificial demand for the “low seasons” of flowers wherein there is low flower demand. Featuring roses, tulips, carnations, and more, VIA has continually adapted to the times, adding fresh twists such as this year’s highlight: tarot readings. At its core, the event seeks to maximize profits while minimizing costs. All while carrying the enduring legacy of VIA as a beloved Atenean tradition, honoring the spirit of service and community it was founded on. 

Love Knows No Bounds: VIA’s Enduring Legacy

It’s a humid August afternoon at Ateneo’s Sec Walk. A student clutches a bouquet of carnations while another waits eagerly for her tarot reading. The distinct scent of roses lingers in the air as laughter and chatter ripple through the crowd. It almost feels like Valentine’s Day came early—but this is Valentine’s In August (VIA), the longest-running project of the Ateneo Economics Association.

For over three decades, the Ateneo Economics Association has organized VIA to give life to what Dangwa florists call the “low season”—the lull in flower demand after the peaks of Valentine’s Day and Mothers’ Day, as the industry waits for All Saints’ Day. By creating an event that sparks artificial demand during this quiet period, VIA not only sustains local flower sellers but also allows Ateneans to celebrate love, friendship, and community right at the start of the semester. 

Over the years, VIA has remained grounded to its core while adapting to the times. What began with staple red roses eventually expanded to include tulips and carnations, each installment adding its own fresh twist. This year’s tarot readings, for instance, showcase AEA’s creativity and originality while keeping the spirit of the tradition alive.

According to one of this year’s Project Directors, VIA’s theme “Boundless” was meant to remind the Ateneo community that love can be celebrated in limitless ways. “We wanted to go beyond the usual flowers and bouquets by giving Ateneans the chance to create something personal, or even experience something new like tarot readings,” they shared. “But more importantly, keeping VIA alive also means honoring its tradition while supporting the local flower vendors who make it possible. Every August, VIA gives them a meaningful opportunity to sustain their livelihood, and that’s what allows the tradition to thrive year after year.”

In many ways, VIA is economics in action—turning scarcity into opportunity, stimulating demand where it usually fades. But more than its cleverness, the event has endured because it speaks to something deeper in the Atenean community: a shared desire to celebrate connections, even in unexpected times. This year’s tarot reading booths may hint at the future, but VIA’s legacy lies firmly in the present moment—reminding us that traditions survive not only by repetition, but by finding new meaning in each generation.