Hyundai Turns a Car Into a Restaurant

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Hyundai is taking experiential marketing to a new level with “Backseat Bites,” the world’s first restaurant built inside a car.

or one day only, on October 22, 2025, Londoners will be invited to enjoy an intimate solo dining experience in the backseat of Hyundai’s new INSTER electric model, parked right in the heart of Soho.

The activation brings to life a cultural phenomenon from South Korea known as “Honbap,” the art of dining alone, a celebration of independence and self-care that’s reshaping modern eating habits. According to Hyundai’s own study, 66% of Brits have dined alone, and 60% are eager to try new solo experiences in the months ahead. Backseat Bites is designed precisely for this growing community of urban explorers who value peace, curiosity, and autonomy.

A restaurant on four wheels, inspired by Korean culture

Inside the INSTER, Hyundai transforms compact design into an immersive dining set-up: seats fold into a table, panels glow with vibrant artwork by illustrator Yoy Han, and the ambient lighting shifts to create a cozy, modern Korean atmosphere.

The menu, curated by London’s Chung’Dam restaurant, takes guests on a flavorful journey through Korea, from beef tartare and grilled BBQ pork to cold kimchi noodles and other reimagined classics.

“Backseat Bites isn’t just a restaurant,” says Ashley Andrew, President of Hyundai & Genesis UK. “It’s a celebration of Korean culture and the joy of doing things your own way.”

Innovation meets intimacy

Beyond the creative stunt, Backseat Bites perfectly embodies Hyundai’s evolving lifestyle positioning, where technology, design, and culture intersect to redefine how people experience mobility. With INSTER, the brand imagines a future where cars aren’t just vehicles, but spaces for connection, creativity, and community.

The experience will take place on October 22 at 35–36 Greek Street, Soho, and will be free to the public (by reservation via Eventbrite).

A fleeting pop-up, perhaps, but one that captures Hyundai’s new creative energy: turning the ordinary into something extraordinary.