Hello,

I have also been working for docx output.

[...]
-   With a custom-reference.docx modified to number section headings, 
    `# References {-}` came out numbered, too; i.e., `{-}` was ignored. 
    (A proper fix would probably require pandoc to attach a docx style 
    like "Heading (unnumbered) 1" to such headings.) 
[...]

This Lua filter might help you:
https://github.com/pandocker/pandocker-lua-filters/blob/master/lua/docx-unnumberedheadings.lua

Your guess is correct; you have to prepare unnumbered custom heading 
styles(up to 4th level) in your reference.docx, 
also need to point them in YAML frontmatter (or dedicated extra YAML file).

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