From November 15 to 26, 2023, during the Guangzhou Auto Show, MINI collaborated with Dongshankou in Guangzhou to create the "Classic Reborn" brand culture experience event. MINI infused the classic genes from 1959 into the century-old history of Dongshankou, respecting local cultural characteristics and revitalizing the classics with innovative local cultural experiences.

During the event, multiple ONE-OFF cars and the MINI J01 JCW made a spectacular appearance on Miao Qian Xi Street in Dongshankou, a place that blends classic culture, youthful trends, and everyday life. By enhancing street aesthetics with art and design and deeply collaborating with trendy shops, MINI co-created a new cultural phenomenon with the neighborhood. Media reviews stated, "The MINI brand broke free from traditional marketing constraints, creating a phenomenal integrated marketing case."

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