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Games

Jipinfeiche Explained: The Chinese Name Behind Need for Speed and Its Racing Legacy

One unfamiliar search term opens a much larger story about Chinese localisation, EA’s longest-running racing franchise, high-speed car culture and the evolution of Need for Speed. Search for jipinfeiche and the results can initially look as though they point to a new game, a car brand or an obscure technology. The reason is linguistic rather than mysterious. The word is…