Hyundai is turning the back seat into the best seat.
The carmaker will open Backseat Bites — billed as the UK’s first restaurant in a car — in Soho, London on Oct 22, inviting diners to tuck into Korean dishes inside the brand-new Inster electric city car.
The pop-up riffs on Honbap — South Korea’s celebrated habit of dining alone — and taps a wider solo-experience wave.
Hyundai’s survey notes 93% of Britons say they’re hungry for new experiences; 71% find solo outings empowering.
Many already go it alone: 66% eat out solo, 62% enjoy solo drives and 55% visit parks by themselves.
Younger adults lead the charge, citing time to themselves, convenience and the freedom to try things friends might skip.
Backseat Bites is pitched at solo diners and curious pairs.
Each Inster becomes a tiny dining room, dressed with Korean street-art flourishes by illustrator Yoy Han.
The menu, prepared by Chung’Dam, features beef tartare, BBQ pork belly and cold kimchi noodles — served inches from the fold-flat seats Hyundai is eager to show off.
“It’s a celebration of Korean culture and the joy of doing things your own way,” said Ashley Andrew, president of Hyundai and Genesis UK.
The logistics are delightfully oddball and precise:
– Venue: 35–36 Greek Street, W1D 5DL
– Date: Oct 22, 2025
– Time: 1pm–8pm
– Tickets: Free, limited slots via Eventbrite
The stunt doubles as a live demo for the Inster, launched this year as Hyundai’s compact EV for tight city streets.
It also spotlights the Hyundai Electric Grant, which currently offers £3,750 (RM21,221) off the Inster and £1,500 (RM8,488) off other Hyundai EVs including the Kona Electric, Ioniq 5, Ioniq 6, Ioniq 5 N and Ioniq 9.
If you’ve ever wanted a table for one without the table — or you just fancy kimchi noodles in a silent EV — Backseat Bites makes the case that dining alone can be both intimate and adventurous, with the city humming just beyond the door.
