Music, film, radio, fashion, and television are the main media through which popular Italian culture was transmitted to Yugoslavia. Their consumption affects the creation of consumer demand for products, mostly clothes and shoes, which are in trend. The continuous increase in the standard of living, creating an economic surplus, and the opening of borders created shopping tourism. At first, shopping tourism was a consequence of the lack of material goods in the country, while from the second half of the sixties and during the seventies, people travelled to buy new electrical appliances and modern clothes and shoes. Although people travelled to the nearest neighbouring countries depending on their place of residence, Trieste was everyone's destination. The experience of a shopping trip to Trieste consisted of a pre-planned trip, trickery and outwitting the customs officers at the border, manic shopping during the stay in Trieste, and skilful hiding of excess goods on the way back. The shopping trip to Trieste served as an exhaust valve from everyday life and a place to consume capitalism.