What’s My ‘Real’ Hashtag?
#New Beginnings

The BM team works closely with many different departments, so strong communication is at the heart of everything we do. Within the team, there’s 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’m still very much learning and growing: staying curious, asking questions, and approaching everything with genuine enthusiasm. So my real hashtag — Mingu Choi’s real hashtag — is #New Beginnings.

Around that central hashtag, I’d like to share three keywords that capture my work and daily life. The fresh energy and day-to-day moments of a new employee: #HERA’s NEW. Growing up alongside Amorepacific from childhood: #Amore Baby. And expanding my perspective through the synergy of diverse experiences: #Expanding Spectrum. Through these three keywords, let me tell you the story of Mingu Choi, HERA’s newest BM.

A New Employee’s Passion for Customers #HERA’s NEW

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’m 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.

I try to bring positive energy to the team every day, and HERA’s 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’m 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’s products, customers feel the same energy I do.

I may be new, but when it comes to caring about our customers, I’m every bit as dedicated as anyone on the team. To me, Amorepacific is a company that makes customers’ everyday lives more beautiful through the power of beauty, and that sense of purpose and passion is what drives me every day.

From Customer to HERA BM — A Fan Who Made It #Amore Baby

If I had to give myself a nickname, I wouldn’t hesitate: #Amore Baby. 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—the 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.

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’s channels to ask questions. My years as a customer have made my role as a BM more meaningful and enjoyable.

Growing Through Diverse Experiences #Expanding Spectrum

I’ve 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’ve 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’s something I actively draw on.

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’t. Living across different cultures helped me pick up on people’s emotional responses, not just through language but through the non-verbal cues that words can’t always capture.

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’s 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’m looking forward to the day when my own product launches and adds to that experience.

MINI INTERVIEW

Mingu Choi’s Recruitment Tip

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.

The other thing I’d highlight is developing the habit of thinking like a BM. Whenever I came across a new product or campaign, I’d ask myself: “Why this concept?” or “Who is this really made for?” That kind of analytical instinct for brands and markets developed naturally over time.

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’d 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.