Social media represent a space that allows users to collect memories and, by sharing them, to connect with those who think and feel the same about the past. In this paper we analyze the intergenerational case of Jugonostalgija on Instagram where users are rebuilding a socio-cultural yugoslav sphere in a tension among ‘culture of nostalgia’ and ‘nostalgic culture’ (Velikonja, 2008), playing different languages and aesthetics, producing content that refer to the same cultural references of the past...