MINI Korea Holds World Premiere of New MINI Countryman in Korea

[Asia Economy Reporter Kiho Sung] MINI Korea announced on the 10th that it will hold the world premiere of the new MINI Countryman on the 24th at Everland Forest Camp in Yongin, Gyeonggi Province.

In the 60-year history of the MINI brand, this is the first time the world premiere is held in Korea, marking MINI Korea's first such event since its establishment in the country 15 years ago. Following last month's world premieres of the new 5 Series and new 6 Series Gran Turismo at the BMW Driving Center, this second world premiere is also significant at the BMW Group level.

The BMW Group explained that the reason for holding the world premiere of the new MINI Countryman in Korea is that the country's national and geographical characteristics align well with the MINI brand's identity. The BMW Group perceives Korea as a country where tradition and modernity, nature and city coexist, showcasing vibrant energy and originality, which matches well with the lifestyle that the MINI Countryman pursues. Additionally, Korea's successful COVID-19 response, praised as ‘K-quarantine,’ along with the passionate affection of Korean customers for MINI, contributed to this decision.

Among MINI's diverse lineup, the MINI Countryman is the only 4-door Sports Activity Vehicle (SAV) of MINI and is especially popular in Korea, where about 70% of the land is mountainous and there is high demand for SUVs.

Meanwhile, MINI Korea plans to live stream this world premiere event globally through digital channels, aiming to convey the vivid atmosphere of the event to MINI fans both domestically and worldwide.

This content was produced with the assistance of AI translation services.