Hyundai Turns an Electric Car’s Back Seat into London’s Smallest Restaurant
For one night only, fine dining meets fast charging. On October 22, London’s Soho will host Backseat Bites — Hyundai’s experimental pop-up that transforms the rear seat of its new electric Inster into the UK’s first restaurant on wheels.
Hyundai is tapping into a growing cultural phenomenon: dining alone. The concept draws inspiration from South Korea’s honbap trend, where eating solo has evolved from social taboo into a celebrated act of self-care and independence. According to the brand, Backseat Bites is both a nod to Korean culture and a playful demonstration that even a compact EV can offer room for culinary creativity.
For one evening, the Inster will be reimagined as a cozy dining pod, fitted with foldable seats, artwork by street artist Yoy Han, and a menu curated by acclaimed Korean restaurant Chung’Dam. Guests can expect beef tartare, Korean BBQ pork belly, and chilled kimchi noodles — all served not on linen-covered tables, but in the comfort of a car’s back seat.
Behind the stunt lies a subtle insight. A recent Hyundai study found that 66 percent of Britons have dined alone at least once, and nearly half actually prefer solo experiences to social ones. The Backseat Bites project turns that insight into an intimate experiment — a celebration of solitude, served with a side of modern mobility.
