{"id":23407,"date":"2026-03-25T09:00:11","date_gmt":"2026-03-25T00:00:11","guid":{"rendered":"https:\/\/dev.stories.amorepacific.com\/en\/?p=23407"},"modified":"2026-03-25T14:12:52","modified_gmt":"2026-03-25T05:12:52","slug":"amorepacific-contemporary-beauty-brand-hera-new-employee-mingu-choi","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/amorepacific-contemporary-beauty-brand-hera-new-employee-mingu-choi\/","title":{"rendered":"#Amorepacific Contemporary Beauty Brand HERA, New Employee Mingu Choi"},"content":{"rendered":"<div class=\"wp-post-series-box series-my-hashtag\">\n\t\t\t<input id=\"collapsible-series-my-hashtag69e62dd060be5\" 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-my-hashtag69e62dd060be5\"\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 1 in the series <em>&ldquo;My Hashtag&rdquo;<\/em>\t\t<\/p>\n\t\t\t<\/label>\n\n\t<\/div>\n<div class=\"stories_column_wrap coulumn main-tit\">\n<div class=\"responsive_txt tit_area\">\n<p class=\"fz20 lh12\"><span class=\"fw600\">EP.28 From Amore Baby to HERA\u2019s BM<\/span><\/p>\n<p>Amorepacific HERA BM Team, <span class=\"fz20 fw600\">Mingu Choi<\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"stories_column_wrap coulumn\">\n<div class=\"responsive_txt\">\n<p>Hi, I\u2019m Mingu Choi, and I handle skincare on the HERA BM team. I joined Amorepacific in January 2026, which makes me both the newest hire and the youngest member of the team. As a BM, I\u2019m involved in every stage of the process, from initial product planning to the moment a product reaches customers. Right now, I\u2019m working on new products across the HYDRO, Cleansing, Fragrance\/Body, HOMME, and COMFY lines, all aimed at bringing HERA\u2019s values to more people. Here\u2019s my story of growing alongside HERA.<\/p>\n<\/div>\n<\/div>\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=\"[VLOG] My Hashtag\" src=\"https:\/\/www.youtube.com\/embed\/RuEUCVRAUn0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p><span class=\"fw600 fz22 inblock mg-b5\">What\u2019s My \u2018Real\u2019 Hashtag?<br \/>\n<strong>#New Beginnings<\/strong><\/span><\/p>\n<p>The BM team works closely with many different departments, so strong communication is at the heart of everything we do. Within the team, there\u2019s a real culture of freely sharing ideas and opinions, the kind of environment where people genuinely inspire one another. Drawing on my experience living abroad, I bring a fresh, global perspective to our conversations. I\u2019m still very much learning and growing: staying curious, asking questions, and approaching everything with genuine enthusiasm. So my real hashtag \u2014 Mingu Choi\u2019s real hashtag \u2014 is <strong>#New Beginnings<\/strong>.<\/p>\n<p>Around that central hashtag, I\u2019d like to share three keywords that capture my work and daily life. The fresh energy and day-to-day moments of a new employee: <strong>#HERA\u2019s NEW<\/strong>. Growing up alongside Amorepacific from childhood: <strong>#Amore Baby<\/strong>. And expanding my perspective through the synergy of diverse experiences: <strong>#Expanding Spectrum<\/strong>. Through these three keywords, let me tell you the story of Mingu Choi, HERA\u2019s newest BM.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\" style=\"max-width: 450px; margin: 0 auto;\">\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/03\/EP29_360X640.gif\" \/><\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p><span class=\"fw600 fz22 inblock mg-b5\"><strong>A New Employee\u2019s Passion for Customers #HERA\u2019s NEW<\/strong><\/span><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\" style=\"max-width: 850px; margin: 0 auto;\">\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/03\/AS-260313-MH-IMG01.jpg\" \/><\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>After completing a global marketing internship, I joined the company this year and have been learning the ins and outs of HERA at full speed. On top of day-to-day responsibilities, I\u2019m also involved in developing upcoming product launches, gaining real, hands-on experience with the brand and the market along the way. When I picture the moment a customer encounters a finished product for the very first time, I feel both genuinely excited and deeply responsible.<\/p>\n<p>I try to bring positive energy to the team every day, and HERA\u2019s COMFY Revitalizing Serum Mist is a big part of how I do that. It instantly revives my skin, and the light, refreshing scent lifts my mood, too. The new product I\u2019m currently helping to develop is a mist that pairs well withthis one, so it holds an extra-special place in my heart. I hope that through HERA\u2019s products, customers feel the same energy I do.<\/p>\n<p>I may be new, but when it comes to caring about our customers, I\u2019m every bit as dedicated as anyone on the team. To me, Amorepacific is a company that makes customers\u2019 everyday lives more beautiful through the power of beauty, and that sense of purpose and passion is what drives me every day.<\/p>\n<\/div>\n<\/div>\n<div class=\"stories_column_wrap coulumn inner1020\" style=\"max-width: 512px; margin: 0 auto;\"> <\/div>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span class=\"fw600 fz22 inblock mg-b5\"><strong>From Customer to HERA BM \u2014 A Fan Who Made It #Amore Baby<\/strong><\/span><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\">\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/03\/AS-260313-MH-IMG02.jpg\" \/><\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>If I had to give myself a nickname, I wouldn\u2019t hesitate: <strong>#Amore Baby<\/strong>. I grew up using Amorepacific products throughout my school years and naturally turned into a total beauty obsessive. I can still vividly picture those princess-themed ETUDE stores. After every exam, making the rounds from ETUDE to INNISFREE to ARITAUM with friends was practically a ritual\u2014the excitement whenever a new product launched was something else entirely. I still treasure those memories of agonizing over which product to buy with my allowance, then using it with so much joy. Trying out different Amorepacific products and sharing them with the people around me was one of my favorite things to do.<\/p>\n<p>Even then, I loved imagining what expression a customer might have and what they might feel, the moment they first encountered a product. That curiosity naturally shaped how I came to see brands and products, and ultimately led me to apply to Amorepacific and pursue a career as a BM. I leaned into my own strengths for the internship application and threw myself into it completely; I was so passionate that I even reached out directly through Amorepacific\u2019s channels to ask questions. My years as a customer have made my role as a BM more meaningful and enjoyable.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p><span class=\"fw600 fz22 inblock mg-b5\"><strong>Growing Through Diverse Experiences #Expanding Spectrum<\/strong><\/span><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\">\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/03\/AS-260313-MH-IMG03.jpg\" \/><\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>I\u2019ve been involved in art since middle school, and during my university years I worked as an editor at an arts and culture magazine, writing and visiting exhibitions whenever I could. Over time, I developed my own sense of taste and found my own way of reading and interpreting works. Fine art is a genuine passion of mine, and I still love keeping up with exhibitions and major conversations happening in the art world. The artistic eye I\u2019ve built through these experiences has proven incredibly useful in my work, particularly in bridging the gap between products and the people who use them, and it\u2019s something I actively draw on.<\/p>\n<p>Living in the United States and France also shaped me in important ways: I learned to adapt quickly to new environments and developed a real feel for local trends. One of the most valuable skills in my role is the ability to closely observe where customers find satisfaction in a product and where they don\u2019t. Living across different cultures helped me pick up on people\u2019s emotional responses, not just through language but through the non-verbal cues that words can\u2019t always capture.<\/p>\n<p>Going forward, I want to keep working hard in every way I can to help the HERA products I love reach more customers in more countries. There\u2019s something profoundly rewarding about seeing a product, brought to life through the dedication and care of the HERA BM team and so many other departments across Amorepacific, make its way into the world and receive positive customer feedback. I\u2019m looking forward to the day when my own product launches and adds to that experience.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p><span class=\"fw600 fz22 inblock mg-b5\"><strong>MINI INTERVIEW<\/strong><\/span><\/p>\n<\/div>\n<\/div>\n<div class=\"stories_column_wrap river inner1020\">\n<div class=\"responsive_txt question_box pd-b10\">\n<p><strong>Q1. What\u2019s changed the most for you, going from being a HERA customer to becoming a HERA BM?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>A. As a customer, I was on the receiving end of a product\u2019s story. Now, I\u2019m responsible for the entire process of bringing that story to life. Back then, I focused on the end result: how something felt to use, how it looked. Now, I start from a completely different place: Why was this product conceived? What customer need does it address? What role should it play in the market? Connecting all those dots through collaboration with R&#038;D, production, design, and marketing is also a core part of what a BM does. So these days, I feel a much deeper sense of responsibility: it\u2019s not just about making a good product, but making one that genuinely embodies a brand direction and speaks to where the market is heading.<\/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>Q2. Is there a product you\u2019re determined to create someday?<\/strong><\/p>\n<\/div>\n<div class=\"responsive_txt\">\n<p>A. I think the products that stay with you for years all share one thing in common \u2014 you can actually feel the difference they make. That\u2019s the kind of skincare I want to create: something where customers can clearly see and feel their skin condition transform. And since it\u2019s a product people use every day, applying it should be a pleasure in itself. I\u2019m imagining something where the texture, the scent, and the packaging all come together so beautifully that \u201cI truly love this\u201d just slips out naturally. Creating a product that becomes the signature of the brand like that \u2014 that\u2019s my goal.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p><span class=\"fw600 fz22 inblock mg-b5\">Mingu Choi\u2019s Recruitment Tip<\/span><\/p>\n<p>I came in through the global track, starting as an intern before joining full-time. The most important thing I focused on during my preparation was being able to clearly answer, for myself first and foremost, the question: why this brand? I pushed myself to go beyond simply liking cosmetics and worked hard to understand where HERA and Amorepacific are headed and what role they play in the broader market.<\/p>\n<p>The other thing I\u2019d highlight is developing the habit of thinking like a BM. Whenever I came across a new product or campaign, I\u2019d ask myself: \u201cWhy this concept?\u201d or \u201cWho is this really made for?\u201d That kind of analytical instinct for brands and markets developed naturally over time.<\/p>\n<p>Given the nature of the global track, having a broad perspective mattered, too. My international experience, cross-cultural understanding, and instinct for emerging trends all proved valuable in the interviews themselves. So rather than limiting yourself to industry-specific experience, I\u2019d encourage you to get involved in all kinds of projects: academic, extracurricular, whatever excites you. A wide-angle view of the world, encompassing culture, food and beverage, and society at large, beyond just cosmetics, will absolutely serve you well.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap river epilogue\" style=\"padding-bottom: 0px; padding-left: 33%;\">\n<div class=\"responsive_txt\">\n<p class=\"ftc888\">\u2018My Hashtag\u2019 introduces essential items that represent the members of Amorepacific, who create beauty every day. Through these items, we explore their thoughts on work and how they cultivate beauty in their lives. Meet the beauty that Amorepacific members carry within them.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn\" style=\"padding-bottom: 0px;\">\n<div class=\"responsive_txt tag_area\">\n<p>Planning <span class=\"bold\">Amorepacific Communication Strategy Team<\/span><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This is post 1 of 1 in the series &ldquo;My Hashtag&rdquo; EP.28 From Amore Baby to HERA\u2019s BM Amorepacific HERA BM Team, Mingu Choi Hi, I\u2019m Mingu Choi, and I handle skincare on the HERA BM team. I joined Amorepacific in January 2026, which makes me both the newest hire and the youngest member of [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":23408,"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":[6,1330],"tags":[1337,220,1262,1331,1332,1333,450,241,1338,1334,1336,158],"post_series":[1329],"class_list":["post-23407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspire","category-people-inspire","tag-amore-baby","tag-amorepacific","tag-amorepacific-stories","tag-bm","tag-brand-manager","tag-global-marketing","tag-hera","tag-kbeauty","tag-mingu-choi","tag-my-hashtag","tag-new-beginnings","tag-skincare","post_series-my-hashtag"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2026\/03\/EP29_500X329.gif","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23407","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=23407"}],"version-history":[{"count":7,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23407\/revisions"}],"predecessor-version":[{"id":23418,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23407\/revisions\/23418"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/23408"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=23407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=23407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=23407"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=23407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}