New trim launched in October
Option between standard and high-performance JCW models
Black high-gloss exterior, JCW steering wheel featured
![Actor Lee Jong-won poses with a Mini Cooper fitted with the JCW Pack. [Provided by Mini]](https://wimg.heraldcorp.com/news/cms/2026/11/02/news-p.v1.20261102.d6aa9d2c69b14fddaaceb5bf6b2bb75c_P1.jpg)
Mini Korea has named actor Lee Jong-won brand ambassador for its new JCW Pack trim and said it will launch a full communications campaign around the appointment.
The JCW Pack was released in October. Designed to bring the styling and driving character of Mini's high-performance John Cooper Works brand into everyday use, the trim is positioned as a middle ground between the standard model and the full JCW. The exterior features black high-gloss details and JCW design elements, while a range of body colors sets it apart from the outright JCW model. Inside, the cabin gets a JCW-specific steering wheel and sport seats.
The driving specification has also been upgraded. Adaptive suspension that adjusts damping force according to road conditions comes as standard, along with JCW sport brakes, a seven-speed Steptronic Sport dual-clutch transmission and paddle shifters.
Mini Korea said it chose Lee because the actor's refined image and sense of fashion align with the character of the JCW Pack. Lee will serve as the trim's official ambassador, promoting its style and sporty personality through photo shoots and content, and will also appear at future Mini brand events to meet customers.
Lee has appeared in the film "Salmokji: Whispering Water" and the drama series "The Golden Spoon," "Flower Blooming at Night" and "Intoxicating Romance." Lee received the MBC Drama Awards best new actor prize in 2022 and the excellence award in the miniseries category in 2024, and was named rising star in the male actor category at the 2026 Korea Consumer Forum Brand of the Year Awards.
The Mini Cooper C 5-Door JCW Pack is priced at 46.6 million won ($34,900), while the Cooper S 5-Door JCW Pack is priced at 50.5 million won.
Meanwhile, Mini Korea has been expanding its brand touchpoints through a range of marketing activities, including the recent domestic launch of the limited-edition Mini Cooper Oxford Edition, a contemporary reinterpretation of the brand's British heritage.
eyre@heraldcorp.com
