SEOUL, October 30, 2025 – Hyundai Motor Company is debuting its cutting-edge electric concept vehicle, INSTEROID, in the drift racing game JDM: Japanese Drift Master, redefining the intersection of mobility and gaming culture. 

Developed by Poland’s Gaming Factory and set against the backdrop of an open-world Japanese racing environment, JDM: Japanese Drift Master now features INSTEROID as its first-ever electric model, underlining Hyundai Motor’s innovative approach to fostering engagement with digital native audiences.

INSTEROID represents Hyundai Motor’s future-forward vision, blending performance optimized for drifting with a futuristic and eye-catching design. This collaboration highlights the company's ability to differentiate its brand within the gaming community while delivering a unique digital experience to enthusiasts worldwide.

“INSTEROID’s in-game debut in JDM: Japanese Drift Master showcases its cutting-edge performance and design while connecting with digital-native audiences in an immersive way,” said Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company. “By bringing our drift-spec EV concept into the virtual drift racing world, we’re redefining how mobility and gaming intersect to inspire the future — a bold step in our content marketing strategy to build brand affinity and engage next-gen consumers through experiential storytelling.”

INSTEROID Night by Hyundai, and JDM: Japanese Drift Master

Prior to INSTEROID’s in-game integration, the company hosted an exclusive offline event, “INSTEROID Night by Hyundai,” on October 22 in Japan. Attended by media and influencers, the event offered a hands-on preview of the electric concept car, creating a buzz among key gaming and automotive audiences.

On October 30, Hyundai Motor took the engagement a step further with its official online reveal during the Japan Mobility Show. Visitors were treated to a one-of-a-kind dual immersion experience: an interactive gaming booth where attendees could explore the physical INSTEROID concept car alongside its in-game counterpart. This innovative blend of digital and physical experiences captivated an audience eager to witness the future of sustainable mobility in gaming.

Launched in May 2025, JDM: Japanese Drift Master is an open-world, first-person drift racing game known for its hyper-realistic vehicle modeling and authentic Japanese road design. Hyundai Motor’s collaboration with the game includes not only INSTEROID, but also the IONIQ 5 and the INSTER — Hyundai’s original sub-compact EV — which will appear as NPC vehicles to enrich the in-game experience. JDM: Japanese Drift Master will be available on Xbox Series X|S starting November 21, and on PlayStation 5 in early 2026. The game is currently available on Steam.

Hyundai Motor Expands Its Footprint in the Gaming World

Gaming has transcended other forms of entertainment to become a vital cultural hub for digital-native generations, offering brands a powerful platform to foster deeper connections with their audiences. Hyundai Motor has long recognized gaming’s potential, leveraging collaborations with global game titles like Asphalt Legends Unite and Roblox to feature its vehicles in high-energy racing.

Earlier this year, at gamescom 2025, the world’s largest gaming exhibition, Hyundai Motor introduced an engaging retro arcade game starring its concept car INSTEROID and the original INSTER sub-compact EV. The game received widespread acclaim from attendees, further cementing the company’s position as an innovator in merging gaming culture with automotive excellence.

Hyundai Motor remains committed to delivering meaningful, innovative customer experiences through gaming and other digital-first platforms. The company plans to further expand its gaming-based communication strategy, enabling deeper engagement with the evolving digital-native audience while continually exploring new opportunities to merge technology, mobility and culture.