Hankook Tire to run 'Tireboyi' safety campaign at MINI Our Stories event

Hankook Tire & Technology announced Wednesday that it will participate in the 2026 MINI Our Stories (MINI. OUR STORIES.) event, running Saturday through Sunday at the BMW Driving Center on Yeongjongdo, Incheon, where it will operate its tire safety campaign "Tireboyi."

MINI Our Stories is a gathering for MINI owners and fans to share brand culture, and Hankook Tire is taking part for the second consecutive year. This year, the company plans to expand its touchpoints with MINI customers through an experiential program combining free tire safety inspections with product exhibitions.

Tireboyi is a customer-participation safety campaign inspired by the beer-vendor concept at baseball stadiums. It will run daily from noon to 6 p.m. throughout the event. For vehicles whose owners consent to an inspection, staff will check tire pressure, tread wear and exterior condition, topping up air pressure as needed. After each inspection, participants receive a per-vehicle results sheet along with guidance on tire safety management.

In the exhibition space beside the MINI display vehicles on the event floor, Hankook Tire will introduce its EV-exclusive tire brand iON. The company plans to showcase the EV-exclusive performance tire iON evo to reach MINI customers with a strong interest in electric vehicles.

Hankook Tire has supplied original-equipment tires to MINI since 2011 and has maintained a collaborative relationship with the brand. In May, it joined as a co-exhibitor at MINI Korea's booth during the RSG Garage Festa (GARAGE FESTA). In June, it released a brand film co-produced with MINI Korea — "Hankook Ventus X MINI JCW" — exploring the racing heritage of both brands.

Since launching the Tireboyi campaign last year, Hankook Tire has promoted safe-driving culture across a range of customer touchpoints. This year, the campaign has been held at domestic professional baseball stadiums as well as at beaches, Daejeon City Hall and Daejeon Expo Civic Square.

Meanwhile, Hankook Tire & Technology is a global company that sells tires in more than 160 countries through four regional headquarters, more than 30 overseas offices, eight production facilities and five R&D centers, generating more than 85 percent of its total sales from overseas markets.