1. Introduction Heung-wah Wong and Miki Sugiura Part 1: Co-Creation and User Innovation Process in East Asia 2. We Are All In This Together: The Changing Role of Consumers in Brand Co-Creation Paradigm Shinji Oyama 3. Creating Market Place for User Innovation in Japan Kohei Nishiyama, Cuusoo. Com and Lars Bo Jeppesen 4. Role duality of Consumer and Developer. Creativity of elderly care product development in Tokyo Down Town Area Hidemichi Miyake Part 2: Domesticating, Remaking and its Intra-Repercussions 5. Borders of Imitation, Remaking and Self-Recreation. The case of Japanese "Select-Shops" Miki Sugiura 6. Domesticating the Foreign: Remaking Coffee in Taiwan Sumei Wang 7. From Japanese Adult Videos to Taiwanese A-Pian: A Telling Case of "Inventiveness" of Tradition Dixon Wong Heung-wah and Yvonne Yau Hoi-yan Part 3: Imaginary Role Playing and Consumer Communities: Case of Women 8. Advertising and the Technology of Enchantment: The Portrayal of Beauty in Women's Fashion Magazines Brian Morean 9. "Housewives" as Imaginary Consumers in the Media in Postwar Japan Keiko Murase 10. Maids in Akihabara: Fantasy, Consumption and Role-playing in Tokyo Erica Baffelli and Keiko Yamaki