MINI Singapore puts the spotlight on the people behind the wheel with #myMINIStory, beginning with breast cancer survivor Charlene Koh and her inspiring journey of choosing joy.
Every car has a story. Some involve memorable road trips, others mark important milestones, while a few become something far more personal.
For breast cancer survivor Charlene Koh, her MINI represents more than just a means of getting from one place to another. It is a reminder to embrace life, pursue her dreams and appreciate the moments that matter.
Her journey takes centre stage as MINI Singapore launches #myMINIstory, a new storytelling initiative celebrating individuality, self-expression and the personal experiences that connect owners to their cars.
Introduced during Breast Cancer Awareness Month, the campaign invites MINI owners across Singapore to share what makes their ownership journeys uniquely theirs.
As the campaign’s first featured storyteller, Charlene brings a particularly meaningful perspective to MINI ownership. A golfer, content creator and realtor, she underwent breast cancer treatment before deciding to fulfil a long-held ambition of owning a MINI.
For her, the car became a symbol of moving forward and making the most of life’s opportunities.
“My cancer journey changed my perspective on life and inspired me to stop postponing the things that mattered most,” Charlene shared. “After treatment, I fulfilled a long-held dream of owning a MINI, which has become a reminder to live fully and choose joy. I hope my MINI story also encourages women to prioritise their health and book regular mammograms.”
Her experience forms the foundation of a video and content series that highlights how a car can become intertwined with its owner’s personal journey.
Inspired by MINI’s global self-expression campaign, #myMINIstory aims to showcase the personalities, passions and experiences that make the brand’s community distinctive.
“MINI has long been a canvas for individuality,” said Daren Ching, Head of MINI Asia. “Through #myMINIstory, we want to showcase authentic stories that celebrate creativity, passion and self-expression.”
Ching added that these local stories would contribute to a growing collection of experiences from MINI communities worldwide, allowing personal journeys originating in Singapore to reach a global audience.
As part of Breast Cancer Awareness Month, MINI Singapore is also introducing a complimentary “Together For The Journey” car decal. Available for collection at the MINI showroom throughout October, the decal allows owners to display their solidarity with individuals and families affected by breast cancer.
Every MINI Has A Story
The campaign also invites owners to reflect on what makes their MINI special, whether it is the reason they first purchased the car, the adventures they have experienced or the personal touches that make it unmistakably theirs.
Owners can participate by sharing their stories on social media and tagging @mini_sg, with selected submissions featured across MINI Singapore’s official channels.
“MINI has always been more than a car. It reflects the personality, passions and experiences of the person behind the wheel,” said Ng Shao Kai, General Manager of MINI Eurokars Habitat. “With #myMINIstory, we want to celebrate the moments that make every ownership journey personal.”
For MINI Singapore, the initiative represents an opportunity to celebrate the community beyond the usual conversations about performance, design and driving enjoyment.
And as Charlene’s journey demonstrates, sometimes the most important destination is simply learning to enjoy the road ahead.
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