Abstract: Text-to-image customization, which aims to synthesize text-driven images for the given subjects, has recently revolutionized content creation. Existing works follow the pseudo-word paradigm, i.e., represent the given subjects as pseudo-words and then compose them with the given text. However, the inherent entangled influence scope of pseudo-words with the given text results in a dual-optimum paradox, i.e., the similarity of the given subjects and the controllability of the given text could not be optimal simultaneously. We present $\textbf{RealCustom}$ that, for the first time, disentangles similarity from controllability by precisely limiting subject influence to relevant parts only, achieved by gradually narrowing $\textbf{real}$ text word from its general connotation to the specific subject and using its cross-attention to distinguish relevance. Specifically, RealCustom introduces a novel decoupled "train-inference" framework: (1) during training, RealCustom learns general alignment between visual conditions to original textual conditions by a novel adaptive scoring module to adaptively modulate influence quantity; (2) during inference, a novel adaptive mask guidance strategy is proposed to iteratively update the influence scope and influence quantity of the given subjects to gradually narrow the generation of the real text word. Comprehensive experiments demonstrate the superior real-time customization ability of RealCustom in the open domain, achieving both unprecedented similarity of the given subjects and controllability of the given text for the first time.