October 15, 2025

Hyundai Backseat Bites

By Rob Harvey

The first restaurant in a car is opening this month, but just for one day!

Hyundai is bringing Backseat Bites to London. This is a pop-up restaurant hosted entirely inside the back of its new electric city car, the INSTER.

Open for just one day on 22nd October 2025, the immersive dining experience is taking place in Soho as part of a wider celebration of solo experiences and Korean culture. Collaborating with the Korean restaurant Chung’Dam, Hyundai invites guests, either solo or in pairs, to sample traditional dishes like Beef Tartar, BBQ Pork Belly, Cold Kimchi Noodles, Gochu Jeon, and Salchisal, all served in a uniquely transformed EV interior.

PinPep HyundaiDining WI 0781 scaled — Image: Hyundai

PinPep HyundaiDining WI 0351 scaled — Image: Hyundai

The idea is based on South Korea’s Honbap trend, which means dining alone by choice. This also seems to be a growing trend here in the UK. According to Hyundai’s research, 66% of Brits have already eaten out alone, with nearly 60% planning a solo experience in the next six months.

The INSTER that is being used as the first car-based restaurant has been decorated with bespoke Korean street art by illustrator Yoy Han. Apparently, the INSTER’s spacious, fold-flat interior makes for a perfect restaurant and is a great way of acknowledging what Hyundai describes as a “celebration of doing things your own way.”

A car-based restaurant is also a very clever way to show off the all-electric INSTER, which was launched earlier this year with a £3,750 discount as part of the Hyundai Electric Grant.