The UK’s first-ever restaurant inside a car is set to open in London, as Hyundai unveils Backseat Bites — an innovative “drive and dine” experience inspired by South Korea’s solo dining culture.

Its launch comes as new research reveals that 93% of Brits are craving new experiences, with more people than ever embracing the freedom of doing things alone.

One and only

Drawing from the South Korean trend of “Honbap” — meaning dining alone — Hyundai’s ‘Backseat Bites’ taps into the growing popularity of solo adventures.

According to the study, six in ten (60%) Brits plan to try a solo experience in the next six months, with Gen Z (born 1997 – 2012) leading the way at 74%.

Yet, despite this appetite for independence, many still feel hesitant about going it alone: 31% worry about looking lonely, 29% feel self-conscious, and 25% fear being judged.

However, attitudes are shifting.

Nearly half of those surveyed (49%) enjoy solo and group experiences equally, and almost one in five (19%) actively prefer solo activities.

Among Gen Z, a quarter (25%) said they’d rather go it alone — valuing personal time (57%), convenience (47%), and the freedom to explore their own interests (45%).

A Korean recipe 

To celebrate this cultural shift, Hyundai has transformed its  INSTER electric city car into a miniature restaurant on wheels.

Guests are invited to enjoy an intimate Korean dining experience from the comfort of the backseat, surrounded by bespoke interiors and contemporary Korean street art by illustrator Yoy Han.

The curated menu, designed by Korean restaurant Chung’Dam, features traditional dishes including Beef Tartar, BBQ Pork Belly, and Cold Kimchi Noodles, bringing a slice of Seoul to the streets of Soho.

Ashley Andrew, President of Hyundai and Genesis UK, said the concept was created to celebrate individuality and discovery: “Backseat Bites is more than just a restaurant. Designed for the nation’s adventurers — whether solo or with friends — it offers guests a truly unique taste of Korea from an unexpected location: the backseat of a car. From the artwork to the cuisine, it’s a tribute to Korean culture and to the joy of doing things your own way.”

Solo living

The trend mirrors a broader global shift toward independence and mindfulness.

Originating in South Korea, Hyundai’s homeland, “Hon” culture has made solo living aspirational, spawning related terms like Honsul (drinking alone) and Honjok (living alone).

Social media platforms are now full of viral content celebrating solo dating, travel, and dining, reframing solitude as self-care rather than isolation.

In the UK, 71% of people say they find solo experiences empowering.

The most popular solo activities include:

  1. Eating out (66%)

  2. Going for a drive (62%)

  3. Visiting parks and gardens (55%)

  4. Travelling or taking day trips (54%)

  5. Going to the gym (47%)

  6. Watching a film at the cinema (45%)

Backseat Bites will open for one day only — Wednesday, 22 October 2025 — at 35–36 Greek Street, Soho, London, from 1pm to 8pm.

Tickets are free but limited, available via Eventbrite.