{"id":23235,"date":"2026-02-12T17:00:47","date_gmt":"2026-02-12T08:00:47","guid":{"rendered":"https:\/\/dev.stories.amorepacific.com\/en\/?p=23235"},"modified":"2026-03-13T17:05:06","modified_gmt":"2026-03-13T08:05:06","slug":"amorepacafic-create-new-beauty-redefining-global-skincare-standards-with-iopes-clinical-grade","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/amorepacafic-create-new-beauty-redefining-global-skincare-standards-with-iopes-clinical-grade\/","title":{"rendered":"\ufeffCreate New Beauty: Redefining Global Skincare Standards with Clinical Grade IOPE"},"content":{"rendered":"<div class=\"wp-post-series-box series-this-is-amorepacific wp-post-series-box--expandable\">\n\t\t\t<input id=\"collapsible-series-this-is-amorepacific69f5d2efad057\" class=\"wp-post-series-box__toggle_checkbox\" type=\"checkbox\">\n\t\n\t<label\n\t\tclass=\"wp-post-series-box__label\"\n\t\t\t\t\tfor=\"collapsible-series-this-is-amorepacific69f5d2efad057\"\n\t\t\ttabindex=\"0\"\n\t\t\t\t>\n\t\t<p class=\"wp-post-series-box__name wp-post-series-name\">\n\t\t\tThis is post 1 of 2 in the series <em>&ldquo;This is AMOREPACIFIC&rdquo;<\/em>\t\t<\/p>\n\t\t\t<\/label>\n\n\t\t\t<div class=\"wp-post-series-box__posts\">\n\t\t\t<ol>\n\t\t\t\t\t\t\t\t\t<li><span class=\"wp-post-series-box__current\">\ufeffCreate New Beauty: Redefining Global Skincare Standards with Clinical Grade IOPE<\/span><\/li>\n\t\t\t\t\t\t\t\t\t<li><a href=\"https:\/\/dev.stories.amorepacific.com\/en\/amorepacific-create-new-beauty-cosrx-sets-a-new-global-standard-with-an-indie-x-legacy-crossover\/\">Create New Beauty, COSRX Sets a New Global Standard with an &#8216;Indie \u00d7 Legacy Crossover&#8217;<\/a><\/li>\n\t\t\t\t\t\t\t<\/ol>\n\t\t<\/div>\n\t<\/div>\n<div class=\"stories_column_wrap river\">\n<div class=\"responsive_txt\">\n<p class=\"ftc888\">When powerful waves roll in, some read the patterns and venture into deeper waters. IOPE, the brand that pioneered Korea\u2019s anti-aging history over the past 30 years, now finds itself riding a more dynamic wave of change than ever before. Jongha Kim speaks of navigating these waves with flexibility, envisioning an IOPE that evolves beyond its current state. He\u2019s ushering in a new era for the brand by establishing \u2018Clinical Grade IOPE\u2019 as its vision and setting new standards for high-performance skincare. Join us as we hear from Jongha Kim about IOPE\u2019s journey and its readiness to bring anti-aging skincare with clinically proven benefits to customers worldwide.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>First, could you introduce yourself briefly?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>I\u2019m Jongha Kim, Head of the Active Beauty Unit, which oversees IOPE, AP BEAUTY, Mamonde, primera, and HANYUL. I started with two brands\u2014AP BEAUTY and primera\u2014then took on IOPE three years ago, and added HANYUL and Mamonde last year, bringing the total to five brands. Currently, I\u2019m working to position IOPE as a \u2018Holistic Longevity Solution\u2019 that helps customers reclaim their natural beauty and confidence in daily life as they age.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>Could you also tell us about IOPE as a brand that\u2019s practicing Create New Beauty? <\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>This year marks the 30th anniversary of IOPE, Korea\u2019s No.1 anti-aging<sup>1)<\/sup> brand. Over the past 30 years, we\u2019ve led the anti-aging category by staying at the forefront\u2014introducing innovative anti-aging products like the Super Vital line, creating our proprietary Retinol RX<sup>\u2122<\/sup> \u00a0to optimize efficacy while reducing irritation, and pioneering bio-science to help improve skin rejuvenation.\u00a0<\/p>\n<p>More recently, recognizing that it\u2019s not easy for people in today\u2019s busy world to invest the time and money required for visits to a dermatologist, we established a new vision to define IOPE\u2019s unique role.<\/p>\n<\/div>\n<\/div>\n<p><!-- \uc601\uc0c1 --><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\" style=\"max-width: 512px; margin: 0 auto;\">\n<div class=\"video_area reels\"><iframe title=\"[This is AMOREPACIFIC] Meet IOPE at Sephora | Skin Longevity Led by Jongha Kim\" src=\"https:\/\/www.youtube.com\/embed\/L2_2JFu3HbQ\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">\ufeff<\/span><\/iframe><\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>What does IOPE aim to achieve with the new vision?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>What IOPE aims to achieve is very clear: to satisfy both active treatment users who regularly get professional treatments and active skincare users who want to achieve optimal results through cosmetics alone. To do this, we aim to provide products that create synergy and maximize results for those who visit dermatologist clinics, while developing products that deliver similar level of efficacy to professional treatments through at-home skincare. While the cosmeceutical concept existed before, IOPE put it upfront as the brand identity. Our goal is for this new IOPE to be loved not only in Korea but also globally.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>So you\u2019ll be capturing the hearts of global customers with this newly evolved K-beauty offering.<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>Actually, rather than lumping it together as K-beauty, we plan to approach customers with IOPE\u2019s own distinct brand identity. This is just my personal opinion, but I think only Asian countries use initials to brand products globally. You don\u2019t see F-beauty or US-beauty, after all. Within the K-beauty movement, we\u2019re preparing to establish Clinical Grade\u2014IOPE\u2019s unique technology and characteristics\u2014as our signature. We need to reach customers through the real functionality of IOPE products and our heritage of technological expertise.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>What\u2019s your strategy for communicating IOPE\u2019s unique capabilities beyond K-beauty?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>First, we plan to actively communicate \u2018professional treatment-level efficacy\u2019 in North America, led by two products whose efficacy has been validated through clinical studies versus profesisonal treatments. \u2014XMD Stem III Clinical Recovery Serum and Retinol RX<sup>\u2122<\/sup> Reti-Jection<sup>\u2122<\/sup> \u00a0Serum. The fact that international customers who are enthusiastic about Korea\u2019s dermatological treatment culture can experience these benefits at home without traveling to Korea is generating an explosive response.<\/p>\n<p>If you ask about strategy, I\u2019d say it\u2019s the IOPE products themselves\u2014with their outstanding functionality and clinically proven results. We\u2019re fully prepared now. We\u2019ll be opening our first store in March.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<p><!-- \uc774\ubbf8\uc9c0(\uc138\ub85c) --><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river\">\n<div class=\"img_area\" style=\"max-width: 650px; margin: 0 auto;\">\n<div style=\"text-align: center;\">\u00a0<img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-37574\" src=\"https:\/\/stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2026\/03\/TIA_EP03_en-2.jpg\" alt=\"\" width=\"1080\" height=\"1350\" \/><\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>IOPE\u2019s ultimate strategy is its unparalleled functionality, powered by Korea\u2019s leading technology. As you\u2019ve been preparing for global expansion, you must have considered Amorepacific\u2019s strengths as well.<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>I\u2019ve spent a long time working at various global cosmetics companies and have had many different experiences. The most significant advantage I\u2019ve felt working at Amorepacific has been its flexibility. I\u2019ve often seen brands get trapped within their own frameworks and struggle because of it. Even beyond cosmetics brands, many brands we loved as children have disappeared. In contrast, Amorepacific, with its 80-year history, remains strong. I believe the reason is its flexibility\u2014riding the waves rather than fighting them. With that flexibility, we\u2019ve adapted remarkably well to the market and transformed accordingly. Looking at the Korean market alone, the center has shifted from department stores to street shops, then to drugstores and e-commerce, and Amorepacific has adapted incredibly well each time. I think this comes from the flexible thinking of our people and leadership, even before any system\u2014and that\u2019s our greatest strength.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>As the unit head leading multiple brands, and particularly overseeing IOPE, when do you find the work most rewarding?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>IOPE reached its 30th anniversary this year, and I started with the pressure of having to both preserve the legacy our predecessors built over that long time while simultaneously transforming the brand for a completely new era. The most rewarding moments are when tangible results prove our efforts.<\/p>\n<p>For example, when we recently finalized our partnership agreement with Sephora, the global beauty retailer. We\u2019d been watching for opportunities steadily over the past five or six years. As times changed and the international market started seeking out Korea\u2019s high-performance skincare, IOPE\u2019s clear identity as a \u2018Clinical Grade brand&#8217; delivering high-performance anti-aging benefits aligned perfectly with the market. Our team spent six to eight months refining our strategy countless times. Everyone gave their absolute best and brought everything to a high level of polish, and we\u2019re very confident. Seeing the direction we set receive recognition in the global market and being able to properly introduce Korea\u2019s anti-aging powerhouse to the world\u2014that\u2019s been a gratifying moment for both the entire team and me.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>What does IOPE mean to you personally?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>When I started, I said I knew the IOPE brand, but I didn\u2019t really understand it in detail. As I studied the brand and thought about it intensely, my life gradually aligned itself with IOPE. I connect every moment of my daily life to IOPE. When I\u2019m walking down the street and see a great visual, or encounter a new product, or when something interesting happens, my first thought is, &#8220;How can we apply this to our brand?&#8221; When someone praises IOPE, I feel as happy as if it were about me, and conversely, when I hear criticism, it stings as if I\u2019m being criticized personally. IOPE has become something like my avatar, you could say. These days, I think of it as my avatar entering the global market battlefield. Just as I survived and established myself working in France, Japan, Hong Kong, and elsewhere, my biggest mission now is to help the IOPE brand successfully take root in unfamiliar territory.<\/p>\n<\/div>\n<\/div>\n<p><!-- \uc774\ubbf8\uc9c0(\uac00\ub85c) --><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river\">\n<div class=\"img_area\">\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/260123NEWBEAUTY0244-F_HJ-w1080.jpg\" \/><\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>There must be junior colleagues who\u2019ll be joining you in that mission. What advice would you give about the capabilities needed for those dreaming of a career in the Active Unit?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>I\u2019d love to see more people who enjoy learning new things join us. The reality is, if yesterday and today are the same, tomorrow can\u2019t suddenly be different. I want people who come in expecting tomorrow to be different because yesterday was different from today. But of course, no one knows whether the change you want will actually come tomorrow. What I\u2019m looking for is just three things. First, someone who has a real desire for growth or change. Second, someone who realizes that if yesterday and today are the same, tomorrow will inevitably be the same too. And finally, someone who has the patience to persevere until they achieve the level of change they want. Life is short, but it\u2019s also longer than you think. We\u2019re going to spend eight hours a day at work anyway, so it would be genuinely enjoyable and fun to work with people who use that time productively while thinking about their own development.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>So you\u2019ve stayed in this field for a long time through such effort and challenge.<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>That\u2019s the most essential capability. The market changes too quickly for us to get by without effort and challenge. I started this career as a marketer. Some people call marketers communication specialists, psychology specialists, or brand specialists, but marketers are market specialists\u2014specialists in the market itself. The market keeps changing, and not making an effort within that change would mean giving up on being a marketer.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>Do you make any special efforts or draw inspiration from particular sources to catch market changes with agility?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>People often ask where I draw inspiration from, but there\u2019s no specific field. I strongly agree with director Martin Scorsese\u2019s statement, which director Joonho Bong quoted at the Academy Awards: \u2018The most personal is the most creative.\u2019 The signals the world sends me are scattered everywhere. Exhibitions, dramas, YouTube, music, books&#8230; it could be anything. What matters is how I interpret it. You see as much as you know when you travel, and food tastes as good as you understand it, right? I think inspiration works the same way. The key is how much attention I pay to what\u2019s happening around me and how I add my own experience to interpret it in my own way. <br \/>\nSo I think the essence isn\u2019t inspiration itself, but rather expanding the vessel that can interpret it. As my vessel of knowledge and experience grows, I can control the inspiration I draw from any event that comes my way. That\u2019s my hypothesis, and it\u2019s how I\u2019ve worked until now. It doesn\u2019t matter whether you know one thing deeply or many things broadly. You just need to understand that knowledge well enough to interpret the world with it. As my vessel grows, the elements that inspire expand infinitely.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>What IOPE product do you use and love most in your daily routine?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>I use XMD Serum frequently. Beyond the product\u2019s inherent appeal\u2014clinically proven with professional PDRN treatment-level results \u2014I have even more affection for it because of the great difficulty level of its development process and the many barriers we had to break through to create it. I really hope many people will try it.<\/p>\n<\/div>\n<\/div>\n<p><!-- \uc774\ubbf8\uc9c0(\uc138\ub85c) --><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river\">\n<div class=\"img_area\" style=\"max-width: 650px; margin: 0 auto;\">\n<div style=\"text-align: center;\">\u00a0<img decoding=\"async\" class=\"alignnone size-full wp-image-37574\" src=\"https:\/\/stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2026\/03\/260123NEWBEAUTY0359-F_HJ-w1080.jpg\" alt=\"\" width=\"1080\" height=\"1350\" \/><\/div>\n<p class=\"img_desc_bottom2\">\u00a0<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>What does New Beauty mean to you?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>I actually thought hard about this question until 11 PM last night. Aristotle also made great efforts to define beauty, and he said there\u2019s definitely a standard that people universally perceive as beautiful. My conclusion is similar. First, understanding what\u2019s universally accepted as beauty, and then adding your own character on top of that. That\u2019s what I think New Beauty is. Here is my definition of New Beauty as of now. My thinking might change later, but for now I believe this is right.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>What are you practicing to Create New Beauty?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>I\u2019m also making a lot of effort for longevity. Beyond skincare, I believe a person\u2019s unique presence is important, so I\u2019m making a lot of effort to cultivate it. To maintain my shape and style without letting them deteriorate, I do high-intensity workouts three times a week and eat a salad for one meal a day. I\u2019ve been doing this consistently for the past 15 years. I don\u2019t get dermatological treatments. As the head of anti-aging products, I think it would be disingenuous to go to clinics for treatments, so I only manage my skin with IOPE.<br \/>\nI think that as you age, New Beauty requires more effort, but as long as you practice, there are definitely ways to do it. If you want New Beauty, just do what you already know.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>How do you hope customers will remember the IOPE brand?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>As I mentioned briefly at the start of the interview, IOPE is ultimately a brand for two types of customers: legacy users who enjoy traditional skincare, and active users who combine it with dermatological treatments. Our goal is to help both groups use IOPE in a smart and effective way as they manage their skin. So my wish is for IOPE to become firmly established in the global market as a brand that genuinely helps with skin longevity and slow aging.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>Please share a message for IOPE\u2019s customers, both domestic and international.<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>Thank you for loving IOPE. And to our future customers, we hope to become a brand you\u2019re grateful to have found\u2014today, in 10 years, and even more so in 20. \u00a0<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>One final question: \u201cAmorepacific challenges and delivers by _______.\u201d <\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>&#8220;Amorepacific challenges and delivers by evolving.&#8221;<br \/>\nWe keep making efforts and continue to challenge ourselves. What we do isn\u2019t rocket science. It\u2019s not some special domain that requires innately talented people like those working in space. In our field, the more you do, the more you inevitably improve and develop your skills. In that sense, we\u2019ll keep making efforts and taking on challenges.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p class=\"fz12 ftc888\"><!--\uac01\uc8fc--> 1) Total Anti-Aging in Hypermarkets, Korean Female aged 15-65, N=11,000, MAT22Q~MAT24Q3, Kantar<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><!-- \n\n\n\n\n<div class=\"stories_column_wrap coulumn\" style=\"padding-bottom: 0px;\">\n\n\n<div class=\"responsive_txt tag_area\"> --><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is post 1 of 2 in the series &ldquo;This is AMOREPACIFIC&rdquo; \ufeffCreate New Beauty: Redefining Global Skincare Standards with Clinical Grade IOPE Create New Beauty, COSRX Sets a New Global Standard with an &#8216;Indie \u00d7 Legacy Crossover&#8217; When powerful waves roll in, some read the patterns and venture into deeper waters. IOPE, the brand [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":23239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_list_apon":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[1265,220,1262,588,1264,649,1263,241,1266,435,732,158],"post_series":[1261],"class_list":["post-23235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-active-beauty-unit","tag-amorepacific","tag-amorepacific-stories","tag-antiaging","tag-clinical-grade","tag-iope","tag-jongha-kim","tag-kbeauty","tag-new-beauty","tag-retinol","tag-sephora","tag-skincare","post_series-this-is-amorepacific"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2026\/02\/2602-\ub514\uc2a4\uc774\uc988\uc544\ubaa8\ub808_sub.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23235","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/users\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=23235"}],"version-history":[{"count":26,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23235\/revisions"}],"predecessor-version":[{"id":23323,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23235\/revisions\/23323"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/23239"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=23235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=23235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=23235"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=23235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}