Several features within NetBox, such as export templates and webhooks, utilize Jinja2 templating. For convenience, objects which support custom field assignment expose custom field data through the `cf` property. This is a bit cleaner than accessing custom field data through the actual field (`custom_field_data`).
For example, a custom field named `foo123` on the Site model is accessible on an instance as `{{ site.cf.foo123 }}`.
When retrieving an object via the REST API, all of its custom data will be included within the `custom_fields` attribute. For example, below is the partial output of a site with two custom fields defined: