As electric mobility continues to reshape how we move, Hyundai has found a way to make it just as much about how we dine. This October, the brand behind some of the world’s most progressive EVs is turning the everyday drive into an unforgettable culinary experience. Enter Backseat Bites — the UK’s first restaurant hosted entirely inside a car. For one night only, the spacious all-electric Hyundai INSTER becomes the stage for a cultural and sensory exchange between Seoul and Soho.
A Taste of Korea, A Celebration of Going Solo
Set to take place on 22 October 2025 at 35–36 Greek Street in London’s Soho, Backseat Bites invites diners — both groups and solo adventurers — to step into an intimate reimagining of the dining experience. Inside the INSTER’s cleverly configured cabin, guests will be treated to a menu crafted by the renowned Korean restaurant Chung’Dam, featuring dishes like Gochu Jeon, Beef Tartar, BBQ Pork Belly, and Cold Kimchi Noodles.
The interior itself becomes part of the experience: transformed into a Korean-inspired dining nook adorned with bespoke street art by illustrator Yoy Han, whose vibrant style bridges the energy of Seoul’s backstreets with London’s urban flair. The result is a sensory journey through sound, sight, and flavour — all from the comfort of the INSTER’s fold-flat seating.
But Backseat Bites is more than a quirky PR activation. It’s Hyundai’s nod to a growing global shift: the rise of the solo lifestyle movement.
Honbap and the Freedom of Dining Alone
In South Korea, “Honbap” — the practice of dining alone — has evolved from taboo to trend, representing independence and mindfulness in a hyper-connected world. It’s part of a broader cultural wave that celebrates self-sufficiency and solitude through concepts like Honsul (drinking alone) and Honjok (embracing solo living).
Now, this phenomenon has found its way to the UK. According to Hyundai’s recent research, two-thirds (66%) of Brits have already eaten out alone, and over half (54%) have holidayed solo. Meanwhile, 93% of respondents said they’re “hungry for new experiences,” suggesting a collective shift towards curiosity and self-discovery.
Gen Z, in particular, is leading the charge: 74% plan to try a solo experience within the next six months. Their reasons range from valuing personal time (57%) to enjoying the freedom of trying things others might not (45%). Yet, the research also reveals lingering social anxieties — 31% worry about looking lonely, and 29% feel self-conscious when seen alone.
Backseat Bites offers a simple yet powerful remedy: transforming solitude into something to savour, not shy away from.
An Electric Space for Self-Expression
Hyundai’s Backseat Bites isn’t just about dining — it’s about reimagining what personal space looks like in a connected, mobile world. The INSTER, Hyundai’s newest and most compact EV, is the perfect canvas for that vision.
Compact yet surprisingly roomy, the INSTER’s modular design, intelligent packaging, and fold-flat seating make it ideal for both urban commuting and — apparently — pop-up restaurants. It’s a space that adapts to the moment, whether that’s a solo meal, a shared drive, or a moment of quiet reflection while recharging.
As Ashley Andrew, President of Hyundai and Genesis UK, puts it:
“Backseat Bites is more than just a restaurant. Designed for the nation’s adventurers, whether solo or with friends, it offers guests an entirely unique taste of Korea from an unexpected location – the backseat of a car.”
That sentiment captures the brand’s broader philosophy: to create vehicles that go beyond transport — becoming tools for self-expression and exploration.
A Reflection of Modern Britain
The appetite for solo experiences mirrors broader cultural changes across Britain. Beyond dining, 62% of Brits enjoy solo drives, 54% travel alone, and 45% regularly go to the cinema by themselves. Independence, once associated with isolation, has become synonymous with empowerment.
In this context, Hyundai’s Backseat Bites is both timely and symbolic. It taps into the same emotional current driving the electric revolution — one where sustainability, individuality, and innovation converge. Just as EVs encourage drivers to rethink mobility, Backseat Bites invites diners to rethink togetherness.
It’s an experience that says: sometimes the best company you can keep is your own — and there’s nothing lonely about that.
Bookings and Beyond
For one day only — Wednesday, 22 October 2025, between 1pm and 8pm — Londoners can experience Backseat Bites firsthand. Tickets are free, but limited, and available via Eventbrite here.
And for those inspired to take their own journey further, Hyundai is offering £3,750 off the new INSTER and £1,500 off all other electric models — including the KONA Electric, IONIQ 5, IONIQ 6, IONIQ 5 N, and IONIQ 9 — as part of the Hyundai Electric Grant.
A Journey Worth Savoring
With Backseat Bites, Hyundai has created more than a fleeting pop-up. It’s a cultural conversation — one that blends the brand’s Korean roots with Britain’s growing embrace of independence and adventure.
In a world that’s constantly on the move, Backseat Bites offers a reminder that sometimes, slowing down, sitting back, and savouring the moment — even in the backseat of a car — can be the most liberating journey of all.
