Based on qualitative analysis of the Soviet press and official state documents, this article argues that the Communist Party was, counter intuitively, an agent of capitalist dispositions in the Soviet Union during 1970s-1980s. Understanding the spirit of capitalism not simply as an ascetic ethos but in broader terms of the cult of individualism, I demonstrate that the Soviet party-state promoted ideas and values of individuality, self-expression, and pleasure seeking in the areas of work and consumption. By broadening our conception of (...) the spirit of capitalism, tracing the formation of capitalist dispositions as well as institutions, and showing that the culture of capitalism can come from within the old regime, I further the agenda of neoclassical sociology of studying varieties of origins, paths, and destinations of modern capitalisms. (shrink)