Yep, NFS: Edge… I think maybe EA got crushed or cracked so hard in Asia market that they decided only to bring this online version of Rivals there, because everyone knows the Korean or Chinese spent crazily on MMO like games only.
However, it's silly to keep a profitable product on just one side of the planet obviously. That's why we've found the unfinished English translations in Edge! Maybe someday it will be available to global players. But before that if you're really curious to know what fun is going on there, this is the invitation for joining us on a ride to China: http://needforspeededge.com/konu/cbt-keys-for-edge-cn-server-giveaway.266