Korea JoongAng Daily - Daily News from Korea

This article is by Sarah Chea and read by an artificial voice.

An electric MINI Cooper SE designed in collaboration with legendary British designer Paul Smith has finally landed in Korea with a limited supply of just 400 units.

A devoted admirer of MINI, Smith infused the limited edition with personal heritage, such as "Nottingham Green," inspired by his hometown, applied to the roof, the octagonal radiator grille surround, the side mirror caps and the center caps on the wheels.

Smith's signature stripe motif appears as a subtle but unmistakable flourish. Inside, a textile-finished dashboard is adorned with the designer's hallmark multicolored stripes, imparting an aura of a tailored garment in the cabin rather than a conventional cockpit.

At the center of the fascia sits a 240-millimeter (9.5-inch) circular organic light-emitting diode display supplied by Samsung Display, featuring bespoke graphics that incorporate Smith's signature stripe pattern and lettering.

Equipped with a 54.2-kilowatt-hour battery, the EV can travel up to 300 kilometers (186 miles) on a single charge, with an efficiency of 5.3 kilometers per kilowatt-hour (3.3 miles per kilowatt-hour). It takes 30 minutes to charge from 10 percent to 80 percent.

The electric car generates up to 218 horsepower and 33.7 kilogram-meters (244 pound-feet) of torque, enabling the car to accelerate from zero to 100 kilometers per hour in 6.7 seconds.

"Smith began his career in Nottingham in the 1970s and was an ardent enthusiast of the classic MINI," Jeong Seo-eun, product planning manager at MINI Korea, said during a media event in central Seoul on Thursday. "In 1998, ahead of the end of classic MINI production, he introduced a limited run of 1,800 'Paul Smith MINI' models, distinguished by the iconic Paul Smith Blue finish and playful design inversions that have since become collector's pieces."

"This new Paul Smith Edition represents a meaningful collaboration that expands the automobile into the realms of fashion, art and sustainability," Jeong said.

An initial batch of 100 units offered for pre-order in January sold out within a month, prompting the additional allocation of 300 vehicles for the Korean market.

This article is by Shin Ha-nee and read by an artificial voice.

The countdown has begun. As BTS gears up for its first post-military release, "Arirang," Seoul is buzzing with anticipation for what is expected to be one of K-pop's biggest comebacks yet — and so are the septet's devoted fans, ARMY.

Known for their dedication, ARMY has already started the party. The celebratory mood is taking hold, with fans themselves at the helm, organizing their own events in eager anticipation of welcoming their favorite group back.

"This is BTS's first post-military group comeback, so I'm obviously really excited," said Kim Hae-ri, who is running a cafe called Haeri Coffee in Seongsu, eastern Seoul.

On Feb. 18, her coffee shop near the Han River was adorned with a large photo of J-Hope, along with merchandise featuring him decorated across the cozy space. Often referred to as "birthday cafes," such events are part of K-pop fan culture. Fans typically collaborate with local coffee shops to hand out fan-made merchandise and small gifts to celebrate an idol's birthday, but as Kim, both a business owner and a devoted ARMY, organized the celebratory event on her own to mark the rapper's birthday.

"As an ARMY, I wanted to show my support and make my contribution [for the comeback]," she said.

"I had my baby around the time of J-Hope's military discharge," Kim added with a smile, recalling the BTS member's return in October 2024. "So I've been waiting for the comeback with my baby, who is now 16 months old."

Kim is one of many excited fans counting down the days. BTS is set to release its fifth full-length album, "Arirang," on March 20. The album marks the group's first new album release in three years and nine months since the anthology album "Proof" (2022), which will be followed by a world tour spanning 34 cities for 82 shows.

As the clock ticks down to the historic comeback, BigHit Music, BTS's agency, is pulling out all the stops with a global promotional campaign.

Seongsu, the trendy neighborhood where Haeri Coffee is located, has become one of several landmarks worldwide showcasing promotions for "Arirang" under the slogan, "What is your love song?"

At COEX in southern Seoul, a wall of roses with the phrase was installed on Valentine's Day, followed by a surprise flower giveaway event for ARMY. The slogan has also appeared on billboards in New York and London.

Fans, meanwhile, are organizing their own large-scale support projects.

Multiple crowdfunding initiatives are underway among fans on social media to run ad campaigns on billboards across Seoul around the time of the comeback. A team dubbed Jungkook Supporters, for instance, is planning an ad campaign from March 19 to 21 on media facades at three major locations around the Gwanghwamun Square in central Seoul, where BTS is scheduled to hold its comeback show on March 21. Similar projects for other members are also in progress, turning the city into a festival venue for BTS.

Of course, fans overseas are gearing up as well, as BTS prepares to embark on what is billed as the biggest tour yet by a K-pop act, which will kick off with three shows at Goyang Stadium in Gyeonggi on April 9, 11 and 12.

Some are already organizing "slogan events," a K-pop tradition in which concertgoers hold up coordinated paper banners with heartfelt messages for the artists. One fan base account, BTS Galaxy Belgium, has opened submissions for ideas for its fan-led project ahead of BTS's Brussels concerts on July 1 and 2 at King Baudouin Stadium.

Back in Seoul, popular "BTS pilgrimage" sites are also preparing for an influx of visitors ahead of the group's return. Yoojung Sikdang in southern Seoul — a restaurant that the members frequented during their trainee days — and Superstar Tteokbokki, located near HYBE headquarters and run by a devoted ARMY, have put up "Arirang" banners in support of BTS's upcoming comeback outside their storefronts.

"The members have been pursuing their respective solo careers,...

The author is an executive managing director of PB Strategy Division at Korea Investment & Securities.

The landscape of wealth in Korea is being reshaped at a rapid pace.

According to KB Financial Group's "Korea Wealth Report," the number of households with financial assets exceeding 1 billion won ($750,000) has grown by around 10 percent annually since 2011. Strong equity markets, rising real estate prices and the global expansion of Korean companies have also increased the presence of ultra-high-net-worth individuals (UHNWIs) with assets of 10 billion won or even 30 billion won and more.

As wealth grows, the nature of concerns changes. These investors are no longer focused simply on managing large portfolios. They face the task of strategically designing and restructuring increasingly complex asset structures. Advances in technology, including AI, are improving access to information and analytical capabilities and accelerating changes in the traditional formula of wealth management.

For UHNWIs, decision-making is no longer driven by returns alone. Investment targets are becoming more layered and structured, expanding beyond listed stocks and bonds to include private and alternative assets. At the same time, Korea's relatively high inheritance and gift taxes have made legally efficient tax planning and long-term succession strategies central priorities. The unit of wealth management is shifting from the individual to the family, with a focus on intergenerational planning.

In advanced financial markets, wealth is increasingly managed as an integrated system through dedicated structures known as family offices. These organizations oversee investment strategy alongside tax, legal, succession and governance matters, managing family wealth comprehensively. Their emphasis on long-term structural planning rather than short-term performance aligns closely with the needs of ultra wealthy clients.

In Korea, financial institutions have established or expanded family office units in recent years. Questions remain about their effectiveness. Some argue that the cost-benefit balance may be unfavorable unless assets reach a certain scale. Others point out that organizations affiliated with financial companies may face potential conflicts of interest.

Despite such concerns, the direction is clear. UHNWIs are no longer a niche segment but a central pillar of the wealth management market. Their priorities are shifting beyond short-term returns toward risk management, intergenerational transfer and stable family decision-making structures. In response, the industry is reorganizing its structures and services.

The value of a family office cannot be judged by short-term performance alone. Success depends on the judgment to accelerate or slow decisions when necessary and on trust built over long periods. As the focus of wealth management shifts from how much to earn to how to preserve and transfer assets, the expansion of the ultra-wealthy segment signals not just growing fortunes but a structural transformation of the financial industry. Ultimately, even the most sophisticated strategy cannot endure without trust that lasts across generations.

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.

The author is a research professor at KAIST and President of the Spearhead Combat Association.

Russia's invasion of Ukraine, which began in February 2022, has now entered its fifth year. Despite periodic discussions of a ceasefire, the war continues. One defining feature that distinguishes the conflict from past wars is the integration of drones with conventional combined-arms operations, fundamentally reshaping the battlefield.

Drones have emerged as a central means of warfare, with both sides reportedly deploying millions each year. As a result, not only major military powers but also smaller states are preparing to establish systems capable of rapidly mass-producing drones.

North Korea is moving in this direction as well. Since last year, it has begun building facilities near Panghyon in North Pyongan to produce Shahed-136-type loitering munitions. In exchange for large-scale troop deployments, Pyongyang is believed to be receiving technology from Russia to enable mass production of long-range suicide drones.

South Korea's situation stands in contrast. The military's drone acquisition process remains complex and time-consuming. Companies that attempt to participate in procurement projects face extensive administrative requirements. During bidding, firms must submit lengthy proposals, technical documentation, cost estimates and numerous testing, inspection and certification materials. They must also provide Integrated Product Support analyses, which often require costly outsourcing.

Most drone manufacturers in Korea are small and medium-sized enterprises. If they fail to win a contract after investing significant resources in the bidding process, some face serious financial risk.

The procurement timeline is also lengthy. The process requires multiple stages, including operational requirement identification, approval, proposal submission and evaluation. Even under normal conditions, the process typically takes two to three years.

Meanwhile, drone technology is evolving at a pace that far exceeds traditional acquisition cycles. Many systems now incorporate artificial intelligence, accelerating innovation. In the Ukraine war, new models and capabilities have appeared within one to two months.

This mismatch between rapid technological change and a slow procurement system risks making newly acquired drones obsolete by the time they are deployed. Moreover, future defense acquisition procedures may become even more detailed and complex in the name of greater specialization, transparency and accountability.

Such trends could widen the capability gap with North Korea, which is accelerating drone force development through military cooperation with Russia. Recent military parades and training activities suggest that this risk is becoming more tangible.

The Ministry of National Defense has announced plans to transform the armed forces into an advanced, science-driven military built around intelligent manned-unmanned teaming. It is also promoting a policy to train 500,000 drone operators to support both military readiness and the domestic drone industry.

Each service branch is working with industry, academia and research institutions to acquire systems tailored to operational needs. The Army alone plans to purchase around 10,000 drones this year for training active-duty personnel and reservists.

Amid these efforts, however, the Drone Operations Command, established in 2023, is reportedly facing dissolution due to political issues. Over the past two years, the unit has conducted combat experimentation, research and development and rapid acquisition activities through civil-military cooperation, building valuable expertise.

Rather than disbanding the organization, it could be restructured to address the procurement challenges identified above. One option would be to transform it into a joint-level entity tentatively called a Joint Drone Acquisition Center, dedicated to research and rapid procurement of expendable drones.

Such a struct...

The author is the social news editor at the JoongAng Ilbo.

Tensions between the Supreme Court and the Constitutional Court over the proposed introduction of constitutional complaints against adjudications are escalating, raising broader concerns about the balance of power in Korea's constitutional system.

Former and current Constitutional Court chiefs who had long opposed the measure on the grounds that it would effectively create a fourth level of trial have recently aligned with the ruling Democratic Party. The dispute between elected authorities — the president and the National Assembly — and the unelected judiciary has now evolved into a confrontation between the two constitutional institutions that represent the judicial branch, highlighting strains within the separation of powers.

Kim Sang-hwan, the Constitutional Court president and a former Supreme Court justice, had consistently opposed the system while serving as a judge, arguing that it would undermine the three-tier trial structure with the Supreme Court as the final authority. During his confirmation hearing last July, however, he said introducing the system through constitutional revision would be the clearest solution. Since taking office, he has taken a more supportive stance, describing the issue as one the legislature should address to strengthen protection of fundamental rights.

Former Constitutional Court President Lee Kang-kuk has also reversed his position. Although he opposed the measure as a working-level official when the Constitutional Court Act was drafted in 1988, he recently said in a media interview that his earlier view had been mistaken and that the Supreme Court's status as the highest court applies within the judiciary, not in relation to other state institutions.

Such reversals are difficult to explain solely as institutional pragmatism. Six of the nine Constitutional Court justices, including the president, are appointed by the president and the National Assembly, underscoring the court's political constraints.

The ruling party is simultaneously pursuing a set of judicial reform bills that include expanding the number of Supreme Court justices and introducing a new offense to punish judges for alleged distortion of the law. Taken together, critics argue, the package resembles a Korean version of a court-packing plan.

The push began shortly after the Supreme Court's decision last May to remand a case involving President Lee Jae Myung under election law. The involvement of former and current Constitutional Court leaders in what critics see as a broad political offensive against Chief Justice Jo Hee-de, who has more than a year remaining in his term, has raised concerns about judicial independence.

The constitutional design of checks and balances among the legislative, executive and judicial branches dates back to the founding Constitution of 1948, drafted under the guidance of legal scholar Yu Chin-o. While the system of government ultimately shifted from a cabinet system to a presidential one, the provisions establishing the judiciary — including the Supreme Court as the highest court and the principle that judicial power rests with the courts — were adopted largely as originally drafted.

Even after the Constitutional Court was established in its current form under the 1987 Constitution, its role was limited. Courts could refer questions of constitutionality regarding statutes, but the Constitutional Court was not designed to directly review ordinary judicial rulings.

The erosion of this framework did not begin recently. Former President Yoon Suk Yeol bears responsibility for earlier strains on the constitutional order after attempting to deploy armed troops to the National Assembly, an act that resulted in a life sentence at the trial court level. His actions reflected an effort to subordinate other branches of government.

At the same time, the judicial reform bills now being pushed by the ruling majority would alter core principles su...

The head of Incheon International Airport Corporation, who stepped down on Wednesday, claimed that he faced sustained pressure from the government to resign, reigniting debate over political interference in state-run enterprises.

Lee Hak-jae, who resigned before completing his term, said at a press briefing that pressure to step down began in November of last year.

Lee also alleged repeated interference in the corporation's regular personnel decisions by the presidential office and the Ministry of Land, Infrastructure and Transport. According to Lee, officials told the company more than 20 times to delay appointments until a new chief was installed or to limit changes to lower-level staff. He further claimed that four audits were conducted simultaneously and called them targeted inspections.

A three-term lawmaker from the Liberty Korea Party and its successor, the Saenuri Party, Lee was appointed during the Yoon Suk Yeol administration. His conflict with the government surfaced publicly last December during a presidential briefing, during which he was criticized over the alleged illegal overseas transfer of foreign currency. The dispute later escalated on social media.

Such clashes over the leadership of public institutions have become a recurring feature during political transitions. Incoming administrations often accuse existing chiefs of being political appointees of the previous government, with those targeted describing the pressure as a purge.

The pattern has appeared under both conservative and progressive governments. At Incheon International Airport Corporation, Lee's predecessors experienced a similar situation. Former President Kim Kyung-wook resigned about 10 months before the end of his term after the Yoon administration took office. Koo Bon-hwan, another former chief, was dismissed during the Moon Jae-in administration over a conflict centering on the conversion of irregular airport workers to regular employment.

Most state-run enterprises face this type of external pressure when political power changes hands. For Incheon Airport, a national infrastructure asset competing with major global hub airports, repeated leadership uncertainty inevitably affects management stability and long-term strategy.

Breaking this cycle requires structural reform so that the tenure of public enterprise heads is not disrupted by political turnover. If such institutional safeguards prove difficult under current political realities, an alternative would be to openly discuss aligning the terms of major public enterprise chiefs with the president's term.

The controversy surrounding Lee's departure also underscores the need to restore confidence in leadership appointments. Rather than selecting another politically connected figure, the government should appoint a professional manager with proven expertise.

Without changes to appointment practices and governance structures, the cycle of political appointments, forced resignations and organizational instability is likely to continue across administrations.

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.

This article is by Jin Min-ji, Park Eun-jee and read by an artificial voice.

The Kospi smashed past 6,000 points on Wednesday, just a month after breaking the 5,000-point mark, defying U.S. tariff threats and fears of a potential AI bubble.

While the unprecedented gains have sparked overheating concerns, many analysts at home and abroad say the rally could extend further, potentially reaching 8,000.

The main bourse closed at a fresh high of 6,083.86 on Wednesday, up 1.91 percent from the previous trading day. The index represents a jump of more than 40 percent in just the first two months of 2026 on strong memory chip demand and a market-friendly policy push by the government, extending last year's steep 75 percent gain.

Nomura Financial Investment has lifted its first-half bull case outlook to 8,000 points, citing strong memory-chip earnings and rising corporate value — signaling potential gains of more than 30 percent over the next four months. JPMorgan Chase also raised its bull case target to 7,500 points in early February.

While semiconductors are expected to continue driving the index, boosted by a memory chip shortage, analysts note that related sectors, such as robotics — set to benefit once hyperscalers begin monetizing AI — as well as the shipbuilding and nuclear plant industries, could provide additional support, fueling expectations that the Kospi's gains may extend well beyond the chip market.

The Korea JoongAng Daily sat down with Jason Lui, head of APAC equity and derivatives strategy at BNP Paribas, and Kim Doo-un, senior analyst at Hana Securities, for insight on the Kospi outlook and the key factors shaping Korea's market momentum.

Below are edited excerpts from the interview, edited for length and clarity.

Q. Multiple institutions are raising their forecasts for the Kospi, while others warn that the market may be overheating. What is your future Kospi target in the mid-to-long run?

A. Kim: More than 70 percent of the upward revisions to Kospi earnings forecasts have been driven by semiconductors. However, if our index is to move higher to 10,000 points, it's clear that semiconductors alone will not be enough. One of the standout stocks outside the semiconductor sector this year has been Hyundai Motor, which rose to third place in market capitalization rankings in early January, boosted by the unveiling of Boston Dynamics' humanoid robot, Atlas.

The industries positioned at the center of U.S. reshoring, such as shipbuilding and nuclear power, are also gaining attention. More broadly, given Korea's strength in intermediate goods and manufacturing competitiveness, I believe we may be seeing a broader re-rating of Korea's manufacturing sector as a whole.

Lui: We do not have any official index forecasts, but in terms of catalysts, the ongoing product announcement of (sixth-generation high bandwidth memory) HBM4 products should help propel the high earnings growth expectations. The upcoming [FTSE World Government Bond Index] inclusion may also bring more foreign capital to the Korean government bonds, benefiting the overall capital market. Finally, pending the implementation of the Reshoring Investment Account scheme (offering capital gains tax exemptions for divesting from foreign markets and investing in local bourses), some of the domestic investors may replace their foreign holdings with domestic assets.

The Kospi has moved past 6,000 points. What was the main driver of the recent rally?

Kim: The fundamental driver behind this strong rally is the sharp upward revision in earnings expectations for listed Korean companies. At present, the market consensus projects that listed firms will generate around 560 trillion won ($391 billion) in operating profit by year-end. Just three months ago, that figure was closer to 300 trillion won, showing that profit expectations have nearly doubled — an encouraging development.

Whether the market is overheated ultimately comes down to valuation: how high stock prices ar...

This article is by Jin Eun-soo and read by an artificial voice.

Although it is part of the museum's permanent exhibition, the renewed gallery will feature rotating special displays to encourage repeat visits.

"Those who love paintings will have a reason to come by the museum whenever the season changes and enjoy a lovely time here," You Hong-june, the director of the museum, said to the press on Wednesday.

The national museum will continue that practice while also organizing rotating special exhibitions under specific themes three or four times a year. The special exhibition will serve as an opportunity for people to see works that rarely go on view to the public, according to the museum.

"Loan of some artworks at this exhibition was possible because it was the National Museum of Korea that requested it," You said. "Because the individual collectors trust our reputation and how we protect the artworks."

The first edition of the special exhibition is "Jeong Seon: O, Our Majestic Land!" which homes in on the works of Jeong Seon (1676-1759), a renowned painter from the Joseon era known for majestic landscape paintings of Korea with elegant yet bold strokes of black ink. The exhibition will run through April 26, followed by shows spotlighting works by Kim Hong-do and Kim Jung-hee, as well as paintings from the late Joseon period.

One highlight from the Jeong Seon exhibition is "Bakyeon Falls," which vividly captures the vertical plunge of the waterfall located in Kaesong, North Korea. In the painting, Jeong emphasizes the sublime beauty of the fall by maximizing the size of the fall vertically while minimizing the size of the people and pavilion nearby.

"Bakyeon Falls," presumed to be drawn by Jeong when he was in his 70s after the peak of his career, was rarely shown to the public. It is the first time it will go on display at the National Museum of Korea.

The exhibition also includes "Visiting a Friend through the Snow," drawn by Jo Yeong-seok, who is known to be a close friend of Jeong. This work, also owned by a private collector, is going on view at the museum for the first time.

This section focuses on how the yangban literati and the kings of the Joseon Dynasty practiced calligraphy in various forms, including letters, poems and stele inscriptions. Calligraphy at the time was regarded as a reflection of one's mind — a gateway into one's philosophy and internal thoughts.

Among the highlights are a poem written by King Jeongjo (1752-1800) for his trusted official Seo Hyeong-su upon his dispatch to a distant post, expressing the king's sorrow on vibrant red silk, and a collection of works by renowned calligrapher Han Ho, better known as Han Seokbong, showcasing a wide range of script styles.

"Calligraphy can feel distant to modern audiences, so we organized the exhibition around renowned calligraphers and historical figures familiar to many visitors so they can approach it more easily," the museum said.

Under such effort, the museum, using 3-D printing technology, has reenacted various stele inscriptions found from the Three Kingdoms period (57 B.C.-A.D. 668) to the Joseon era, on what's called "Wall of Stele Inscriptions" at the end of the first display room.

A colorful rendition of "Sun, Moon and Five Peaks" by an unidentified painter — traditionally installed in spaces closely associated with the king — is on display alongside paintings of a tiger, also by unknown artists, believed to ward off evil spirits, in this section.

The newly renovated Calligraphy and Painting Gallery opens to the public on Thursday.

This article is by Shin Ha-nee and read by an artificial voice.

Former ADOR CEO Min Hee-jin proposed that HYBE drop all ongoing lawsuits involving her and its girl group NewJeans in exchange for her forgoing the 25.6 billion won ($17.7 million) payment from the company.

The unconventional and highly public proposal by Min, who recently established a new label called ooak records, was delivered during a notably brief press conference in Jongno District, central Seoul, on Wednesday. The event, which lasted just six minutes, came after her court victory against HYBE.

"The reason I stand here today is to say that I have decided to exchange the 25.6 billion won [...] for another value," Min said, reading her prewritten statement. "Because there is something that I desire far more than this great sum of money, I called this press conference to make a meaningful proposal to HYBE."

Demanding HYBE withdraw all ongoing legal disputes involving her and the members of NewJeans, as well as ADOR's employees and former external partners, Min said, "I hope this decision to exchange the 25.6 billion won for another value will impact the overall development of and unity within the K-pop industry."

She then directly addressed HYBE founder Bang Si-hyuk: "I say this to HYBE and Chairman Bang Si-hyuk — let us meet through our work, through music and creation."

After delivering the six-minute speech, Min immediately left the venue, prompting some journalists on site to angrily voice their complaints regarding the lack of a Q. and A. session or any additional remarks beyond the prepared script.

Ji-Am lawyer Kim Sun-woong, who represents Min and spoke at a previous press conference on Jan. 28, also attended Wednesday's event but departed shortly after Min's exit.

On Feb. 12, the Seoul Central District Court's civil division sided with Min over HYBE in a lawsuit centered on a shareholders' agreement and effectively ordered the company to pay her between 25.5 billion won and 25.6 billion won in put option proceeds.

HYBE subsequently filed an appeal against the decision and also successfully sought a stay of enforcement, delaying the payment until the legal dispute is finalized.

Beyond the 25.6 billion won case, Min is also currently directly involved in a damages suit filed by HYBE's subsidiary Belift Lab, which manages the girl group ILLIT, and Source Music, which represents the girl group Le Sserafim.

Additionally, HYBE recently filed a 43.1 billion won damage suit against Min, former NewJeans member Danielle Marsh and a member of Marsh's family.

The event on Wednesday marked Min's third official press conference, following a bombshell two-hour briefing on April 25, 2024, right after the high-profile feud between Min and HYBE began. The second occurred on May 31, 2024.

After a Seoul court ordered the NewJeans members to return to ADOR in a ruling back in November last year, ADOR confirmed that members Haerin, Hyein and later Hanni rejoined the once-estranged label. But the company announced the termination of its exclusive contract with Marsh on Dec. 29 last year. Minji's return, despite her stated willingness to resume activities as NewJeans, is yet to be officially confirmed.

This article is by Sarah Chea and read by an artificial voice.

[TEST DRIVE]

PAJU, Gyeonggi — These days, every automaker chants the same mantra: Smoothness. Quiet ride. High-tech minimalism.

But what about those of us who still crave something raw? Something mechanical. A proper machine — the kind with a gear lever that clicks instead of whispers — for drivers who love the analog vibe?

For them, KG Mobility revived the Musso — a nameplate that once carried serious weight among pickup purists — after 24 years. Last year's EV-only revival left some enthusiasts underwhelmed, and this time, Musso returned properly armed: gasoline and diesel.

It's enormous. That was my first thought when I stood before it. The test drive began at the fifth basement level of Times Square Mall in Yeongdeungpo District, western Seoul, meaning I had to pilot this behemoth up through one of Seoul's notoriously tight underground parking structures. At 5.15 meters long (16 feet, 11 inches) and 1.95 meters wide — around 20 millimeters wider than its rival, the Kia Tasman — the Musso felt like it was testing the structural integrity of the building itself.

Yet once seated, perspective changed. The view was excellent. Sitting high behind the wheel, I felt like I was towering over the road. Even during Seoul's notorious rush hour, with cars packed bumper-to-bumper, the wide visibility kept things from feeling cramped.

The traffic jam wasn't a problem. The Musso handled the endless dance between accelerator and brake with composure, gliding forward without jolts. Fatigue was surprisingly minimal.

Despite being a gasoline model, it never felt underpowered. It accelerated with a smooth, confident push — the kind where you feel the vehicle's mass, but also its determination. On paper, the gasoline model produces 217 horsepower and 38.7 kilograms-meters (279.9 pound-feet) of torque.

One downside however was a slight hesitation when flooring the accelerator. There was about a one-to-two-second delay before the full surge arrived. Perhaps it's simply the physics of moving this huge car. Still, the lag is noticeable.

Another minor annoyance was the steering warning system. Despite having both hands firmly on the wheel, the car repeatedly instructed me to "keep hands on the steering wheel." Maybe the truck is too majestic to recognize my grip? The recurring alert forced me to artificially jiggle the wheel to appease the sensors.

On the return journey, I switched to the diesel. And that's when the Musso truly came alive.

On paper, the diesel engine trails the gasoline by just five horsepower. But numbers rarely tell the whole story. Diesel torque arrives earlier in the rev range, and you feel it instantly.

Press the accelerator and the truck lunges forward with immediate intent. The faint hesitation I noticed in the gasoline model was not there.

The diesel model features a mechanical gear lever. That tactile clunk, that subtle mechanical resistance, delivered exactly the kind of analog satisfaction so many modern cars have abandoned in pursuit of sterile futurism.

Its engine note carries a deep, weighty rumble — unmistakably diesel, unmistakably purposeful. It doesn't try to hide what it is. And I appreciated that honesty.

Ultimately, the pickup looks a lot more charming when you hear the price tag. The sticker price starts at 29.9 million won ($20,763) — significantly lighter on the wallet compared to its rival Tasman, which starts at 37.5 million won.

A total of 1,123 Musso pickups were sold last month, roughly three times the 376 Tasman units sold.

Sure, the truck isn't flawless. But for a price tag of under 30 million won, what you get is a vehicle that distills decades of pickup expertise — stretching all the way back to the SsangYong Motor era — blended with modern tech.

In an era where refinement has become predictable, the revived Musso dares to offer something sturdier, and something unapologetically truckline. And perhaps that's exactly what we've been...