Forget reserving a table—Hyundai just launched the UK’s first restaurant inside an actual car, serving Korean street food in the heart of Soho. This groundbreaking concept transforms London’s pop-up dining scene by converting a compact electric vehicle into an intimate dining booth, complete with fold-flat seats and ambient lighting that cycles through 64 colors.
Backseat Bites represents more than automotive novelty; it bridges Korean solo dining culture with London’s appetite for unconventional experiences. The installation uses Hyundai’s all-electric INSTER model, strategically positioned at 35-36 Greek St during the peak of London’s experimental dining renaissance.
Solo Dining Gets a High-Tech Makeover
The concept celebrates Korea’s Honbap tradition—solo dining that’s evolved from a stigmatized necessity to a mainstream lifestyle choice. Research indicates that two-thirds of UK adults have eaten alone, making this car-based restaurant surprisingly relevant to contemporary dining habits. The INSTER’s sliding rear bench and collapsible front seats create a private booth accommodating one or two diners, enhanced with original artwork by illustrator Yoy Han.
This intimate setting addresses the growing demand for privacy in dining experiences. The vehicle’s 64-color ambient lighting system and panoramic sunroof create an unexpectedly sophisticated atmosphere, while its compact footprint maximizes the sense of personal space that traditional restaurants often struggle to provide.
Essential Details:
- Location: 35-36 Greek St, Soho, London
- When: Wednesday, October 22nd, 1 pm-8 pm (one day only)
- Menu: BBQ pork belly, cold kimchi noodles, beef tartar by Chung’Dam restaurant
- Cost: Free with reservation via Eventbrite
- Vehicle: All-electric INSTER with 229-355 mile range and zero emissions
More Than a Marketing Stunt
The INSTER’s technical capabilities extend beyond transportation into hospitality infrastructure. Its Vehicle-to-Load power capability enables full restaurant operations while maintaining zero emissions—aligning with London’s environmental initiatives and the broader shift toward sustainable dining concepts.
The collaboration with established Korean restaurant Chung’Dam ensures culinary authenticity rather than gimmicky fusion. Their menu emphasizes comfort foods that translate well to intimate settings, respecting both Korean street food traditions and the practical constraints of car-based service.
This timing reflects broader cultural shifts affecting how younger demographics approach dining and social experiences. Gen Z and Millennials increasingly prioritize unique experiences over conventional venues, while solo activities continue shedding their historical social stigma. Backseat Bites positions vehicle interiors as legitimate lifestyle spaces rather than mere transportation tools.
The London Economist’s coverage suggests this concept breaks traditional restaurant conventions entirely. The project signals how innovative brands are reimagining public spaces—transforming vehicles into venues and reframing isolation as aspiration rather than loneliness. Whether this spawns industry imitators remains uncertain, but Hyundai’s calculated risk suggests the future of dining experiences might prove more mobile and personalized than traditional hospitality models anticipated.
