MINI Korea to hold customer festival at Yeongjongdo circuit Oct. 31

MINI Korea will host a festival for customers and car enthusiasts in Yeongjongdo, Incheon, later this month, featuring driving experiences ranging from circuit laps to quirky mission-based challenges. Advance tickets are on sale through Thursday.

The company announced Friday that the two-day event, titled "2026 MINI Our Stories," will run Oct. 31 to Nov. 1 at the BMW Driving Center in Yeongjongdo, Incheon.

The event is designed to bring together MINI vehicle owners and brand fans for driving experiences and cultural programs. MINI Korea chose "MINIVERSE" as the event concept, reflecting the idea of customers with different tastes and lifestyles connecting through a shared love of the brand.

The centerpiece is five track programs using the BMW Driving Center's circuit and gymkhana course. Rather than simple test drives, each program layers driving with a variety of missions.

"Lead & Follow" has participants drive the circuit behind a lead vehicle, guided by a professional instructor, with a special-effects production awaiting them at the finish line.

In "Minission Impossible," participants ride alongside an instructor and complete a mission mid-drive — reaching into a bag filled with various toy cars to find a MINI model while the vehicle is in motion.

Three programs put participants behind the wheel themselves. "MINI Water Bomb" sends drivers through a section drenched by jets of water, while "MINI Hit Drive" challenges them to fire a laser gun at targets mounted on the car ahead.

"MINI Ski" attaches large hand-shaped structures to both sides of a vehicle, and drivers must navigate a slalom course without touching the obstacles. MINI Korea said it will award a MINI test-drive voucher to the participant who sets the best daily record across those three programs.

Off the track, a flea market run by MINI customers will feature about 60 teams of vehicle owners selling handmade goods, hobby items and personal collectibles. A portion of the proceeds will be donated after the event.

A vehicle exhibition will also be on display, showcasing a range of models including the MINI Paul Smith Edition — a collaboration with the British fashion brand — alongside high-performance John Cooper Works (JCW) models and electric vehicles.

Interactive attractions for visitors include a photo zone designed to make a MINI appear to float in mid-air, a "MINI Mix & Match" sticker-making station offering 512 possible combinations, and an AI caricature program.

Partner brand experience booths and a food zone will also be available, making the event accessible to families as well as vehicle owners.

General admission is free. However, participants who want to join the track programs must purchase a paid ticket.

Advance tickets are available through Thursday via MINI Vantage, the brand's lifestyle platform app.

Meanwhile, MINI Korea launched a new trim called the "JCW Pack" on Oct. 7, applying design and performance specifications from its high-performance JCW brand to existing MINI lineup models. The trim adds JCW-exclusive design elements, adaptive suspension and sport brakes, expanding the brand's high-performance options.