Hyundai is opening the UK’s first restaurant inside a car.

In a move that blends cultural storytelling with product showcase, Hyundai is opening ‘Backseat Bites’, the UK’s first restaurant inside a car.

Launching 22 October in Soho, the pop-up is built inside the brand’s compact electric city car, the INSTER, and designed for solo diners or curious duos.

The activation nods to ‘Honbap’, a South Korean cultural trend that celebrates eating alone.

In the UK, the appetite for personal escapes is growing. According to Hyundai’s research, 66% of Brits have eaten out alone, and 60% plan to try a solo experience in the next six months.

The car’s fold-flat seating becomes a dining booth, set against custom Korean street art by illustrator Yoy Han, with a menu curated by the Korean restaurant Chung’Dam. Dishes include beef tartar, BBQ pork belly, and cold kimchi noodles.

“Backseat Bites is more than just a restaurant,” said Ashley Andrew, President of Hyundai and Genesis UK. “It’s a celebration of Korean culture and a tribute to the joy of doing things your own way.”

Backseat Bites will run for one day only at 35-36 Greek St, Soho, with free tickets available via Eventbrite.

Automotive Food & Drink