are html5 data attributes case insensitive?

You should always use lowercase characters. Even though some browser do automatically correct mistakes in the markup (that’s what Chrome does for you here) it can cause errors and isn’t valid HTML5.
From MDN:

  • the name must not start with xml, whatever case is used for these
    letters;
  • the name must not contain any semicolon (U+003A);
  • the name
    must not contain capital A to Z letters.

EDIT

After some more research I’ve found this:

All attribute names on HTML elements in HTML documents get
ASCII-lowercased automatically, so the restriction on ASCII uppercase
letters doesn’t affect such documents.

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