Sweet Memories, Sustainable Futures

This chapter explores nostalgia, cultural memory, and identity through the case of Kraš, the Zagreb-based confectionery brand whose sweets became iconic in socialist Yugoslavia. By examining different layers of nostalgia, it demonstrates how products such as Runolist, Domaćica, and Bajadera function as traces and clues of memory, while simultaneously revealing the complexities of Yugonostalgia. Situating Kraš within broader historical and sociopolitical contexts, this chapter shows how everyday objects like sweets mediate between memory and identity. It concludes by suggesting that, when approached in all its complexity, Yugonostalgia can open many possibilities towards alternative futures.