A little fun and a little risque, CiUM Kissing Lip Balm was designed for the romantic at heart. Each pack consists of a duo of flavours like Sambal and Ice, which heightens all sorts of sensations when combined. What compelled airline pilot Shaun Quah to create CiUM? And with a product as niche as this, is Malaysia a big enough market? What creative strategies must Shaun put in place to get CiUM on everyone's lips?  We find out.