Hyundai INSTEROID makes a bold JDM in-game debut
5 minute read
There's nothing quite like drifting: the speed, screeching tires, and power slides deliver pure, concentrated action. Its demands, challenges, and global fan community make drifting stand out among motorsports. Now, Hyundai is stepping up its drifting game by participating in the open-world racing game JDM: Japanese Drift Master. Get ready for high-speed drifting action with an EV that has all the right moves – the Hyundai INSTEROID.
A tribute to drift culture: Inspired by manga, built for gamers, now joined by INSTEROID
As a sport and cultural phenomenon, drifting has influenced everything from Hollywood movies to media and, naturally, the gaming industry. One example is the highly popular open-world racing game JDM: Japanese Drift Master. Created by a Polish development team fascinated by Japan's drift culture, JDM is heavily inspired by the 1990s manga and anime series Initial D. The cult animated action and racing series captured the excitement of drift battles, inspiring generations of fans with scenes of high-performance cars racing through urban streets and winding mountain roads — just the right backdrop for Hyundai’s drift-spec INSTEROID to shine.
From concept to controller, INSTEROID hits the track in JDM
Whether in a game or on a real track, the INSTEROID is a compact EV concept engineered for high-performance drifting. Agile and rally-inspired, the INSTEROID is a perfect addition to JDM's automotive lineup. What makes its debut even more special is that the INSTEROID is the first non-Japanese brand to appear in JDM — a game traditionally dominated by Japanese automakers.
Additional Hyundai models, including the INSTER (known as CASPER Electric in Korea) and the IONIQ 5, will also appear in the game as NPC-vehicles. Their presence further enriches the in-game environment while showcasing the diversity of Hyundai's EV lineup and its growing connection to digital car culture.
For the love of the game
JDM is more than an action-packed game — it is a homage to Japanese drifting culture and its multi-faceted world. As a brand that has been strengthening its presence and achieving success in the Japanese market, Hyundai is proud and honored to be part of this vibrant community.
To get everything off to a stellar start, Hyundai teams across the globe — including our European Design Center, the very team behind INSTEROID’s design — joined forces with the creators of JDM. The goal: to spice up the game with the introduction of a drifting-ready racing machine. The challenge brought together experts, designers, and programmers on both sides for a productive and fun-filled collaboration. And the result spoke for itself, the INSTEROID stands out as one of JDM's most striking vehicles.
We firmly believe that the INSTEROID is our game's most advanced, highly detailed car, and we're thrilled about it. Capturing the Hyundai team's passion in every pixel was an epic challenge. Gaming Factory Head of Sales and Marketing, Mateusz Bilko
INSTEROID’s introduction into the JDM world was supported by a creative collaboration with a global content creator who had shown a strong interest in the concept vehicle. Drawn to INSTEROID’s unique design and cultural relevance, the creator proposed a partnership that led to the development of engaging media content tailored for gaming audiences. The resulting content received highly positive feedback across social platforms, generating strong engagement from both gaming and automotive communities.
Dive into the drifting world and check out our Creator Reel on Hyundai Instagram.
Where virtual and reality meet: INSTEROID Night & Japan Mobility Show
This in-game collaboration proved its worth offline too. On October 22, Hyundai hosted INSTEROID Night, an exclusive event for media and influencers to experience the INSTEROID up close. The evening wasn't just about seeing the car — it was about feeling its concept come alive. To make the experience even more engaging, Hyundai introduced a game-inspired zone where guests could enjoy playful interactions tied to the INSTEROID universe, including an exclusive first look at the JDM in-game experience before its public debut. This extra touch made the night feel immersive and unique, and glowing reactions reflected this.
The excitement continued at the Japan Mobility Show on October 30, where Hyundai created a special zone for visitors to explore both the real INSTEROID and its in-game counterpart. This fusion of the physical and virtual worlds fascinated attendees, drawing crowds eager to experience it.
These events went beyond traditional showcases, offering a cultural moment where automotive innovation meets gaming aesthetics. For Hyundai, it was more than a display — it was about creating shared experiences that connect communities and spark new conversations.
Getting our game on everywhere
As a company dedicated to mobility, it's only natural that we love to speed things up in the gaming world. Our entry into major racing games like KartRider Rush+ and Asphalt Legends Unite this year opened new channels to connect with digital natives for racing action. We also made our mark at Gamescom 2025, the world's largest gaming show in Germany, where we offered visitors unique experiences that connect real-life cars with the thrill of gaming. And we're warmed up!
Hyundai will continue to expand its reach and message to the worldwide gaming community for even more action, interaction, and fun for all.
The game is never over
Get your game on and check out Hyundai's other fast-paced gaming offers.
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