Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

K-beauty brand Romand has partnered with convenience store chain Lawson to create a Japan-exclusive line of mini cosmetics. With mask mandates lifted in the country, make-up usage is set to pick up, and Romand’s fun-sized items allow for affordable and guilt-free indulgence.