Data attributes (data-*) store custom data on HTML elements. Access them through the dataset property.
<div data-user-id="123" data-role="admin"></div>
const el = document.querySelector("div");
console.log(el.dataset.userId); // "123"
console.log(el.dataset.role); // "admin"
el.dataset.status = "active";
Hyphenated names become camelCase in JavaScript.