“Initial D”: Bringing Japan’s Drifting Culture from the Mountains to the Mainstream

Shigeno Shūichi has penned several well-known racing-themed manga over his four-decade career. In 2022, an exhibit of his artwork was launched to celebrate his accomplishment. (© Shigeno Shūichi/Kōdansha)

The popularity of Initial D spawned a slew of commercial tie-ups, like in this advertisement for a motor oil branded as “Takumi” featuring the protagonist and his legendary Toyota AE86. (© Shigeno Shūichi/Kōdansha)

An ad from a campaign by the US apparel company Xlarge featuring characters from Initial D. (© Shigeno Shūichi/Kōdansha)

An advertisement promoting a tie up with MF Ghost and the city of Odawara, Kanagawa Prefecture, the setting for part of the comic. (© Shigeno Shūichi/Kōdansha/MF Ghost Production Committee)