● About 10,000 people visited the Yeongjongdo Driving Center over four days, doubling attendance compared with last year
● A 40th‑anniversary M3 exhibit and the domestic debut of the \"XM Label KITH Edition\"
● Driving programs sold out within 30 minutes of reservations opening, reflecting strong demand for high‑performance experiences
● A festival that paired top acts such as Jaurim and Dynamic Duo with street‑culture programming
BMW Korea concluded \"BMW M FEST 2026\" at the BMW Driving Center on Yeongjongdo in Incheon, held April 23–26. About 10,000 attendees turned out, reaffirming strong local loyalty and enthusiasm for the BMW M brand.
M3 40th Anniversary Exhibit and Domestic Debut Edition
The event displayed 35 BMW M models, including those currently sold in Korea, creating an impressive showcase. To celebrate the M3's 40th anniversary, organizers created a dedicated commemorative space. The BMW XM Label KITH Edition—a collaboration with global lifestyle brand Kith—made its domestic debut and drew significant attention from visitors.
Beyond the exhibits, the festival offered dedicated areas where visitors could experience BMW Motorrad's M motorcycles and M Performance parts. Driving programs—such as the M Taxi and the drift taxi, where passengers ride with professional drivers to sample extreme performance—sold out within 30 minutes of reservations opening.
A Cultural Festival Where Cars Meet Lifestyle
The festival offered more than car displays; cultural programming filled the venue. In the Performance Culture Zone, streetwear boutique KASINA hosted a booth alongside a skate park and B‑boy performances, emphasizing a youthful, energetic brand image. Graffiti artist J.Flow's live painting created a striking fusion of cars and art.
The festival reached its peak in the evenings with dazzling performances. Artists including Bibi, No Brain, Crying Nut, Jaurim and Dynamic Duo took the stage and fired up the crowd.
Beyond M FEST, BMW Korea said it will continue expanding distinct customer experiences through offerings such as GEN M Privilege, an M‑customer membership, and M Performance Garage service hubs.
By Won Seon‑woong (Global Auto News reporter)
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