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Mass-customised goods do have a future in Asia

But companies should be mindful of the region's unique cultural influences that need to be catered for in designing future-proofed personalised options.

Individualism and independence are increasing in many Asian countries, representing a modern hybridisation of Eastern and Western attitudes. Despite a more group-oriented societal structure, modern Asians still crave some small degree of uniqueness.

MASS customisation as an industry has burgeoned in Western markets since the 1950s and is now estimated to be worth over US$150 billion per annum. Advancements in technology and the widespread use of the Internet are fuelling the growing consumer demand for personalised products, particularly