New Spa in a Car offers free Korean wellness treatments to help Brits de-stress

• One in four Brits (26%) get fewer than 10 minutes to themselves each day, underlining the growing need for moments of calm
• A whopping 82% of Brits admit they stay parked in their car to enjoy a moment of peace and quiet
• Over half (55%) say the car is one of the only places they can properly switch off, highlighting the car as Britain’s unexpected de-stress sanctuary
• New research shows the emotional role of the car runs deeper, with 72% of Brits saying many of their childhood memories were formed in the family car
• In response, Hyundai has transformed its family-friendly ICONIQ 9 into a calming Spa in a car offering free treatments in central London
• The experience offers guided K-beauty treatments including Korean head, neck and shoulder massage and facial massage
• Open for one day only on Thursday 11th June in St Martins In The Fields, Trafalgar Sq, London, with free 20-minute sessions bookable via Eventbrite from 10am-6pm
• Tickets will go live on Thursday 28th May at 10am via Eventbrite

In a world where moments of calm are becoming increasingly rare, Brits are turning to an unexpected place to decompress: the car.

New research commissioned by Hyundai reveals that one in four Brits (26%) get fewer than 10 minutes to themselves each day, underlining the growing need for small moments of calm in everyday life.

As a result, many are turning to an unexpected sanctuary: the car. In fact, 82% of Brits admit to staying parked for a few extra moments just to enjoy some peace and quiet, while over half (55%) say it’s one of the only places they can truly switch off from the pressures of daily life.

The research highlights how the car has evolved into a modern-day escape from busy routines. Nearly half of Brits (49%) confess to sitting in the car before heading inside for a moment to themselves, while 57% use the space to sing loudly to music without judgement. A further 43% say driving helps them clear their head when they’re feeling overwhelmed.

Now, Hyundai is bringing that feeling to life with the launch of ‘Spa in a Car’ - a one-of-a-kind Korean wellness pop-up experience housed inside its flagship all-electric SUV, the IONIQ 9. Arriving in St Martins In The Fields, Trafalgar Sq, London, for one day only on Thursday 11th June, from 10 am-6pm, the immersive activation transforms the spacious family vehicle into a calming retreat in the heart of the city.

The experience taps into a growing emotional connection Brits have with their cars. Research found that 62% associate the car with feelings of nostalgia, while 72% estimate many of their childhood memories were formed during family journeys.

For many families, the car remains an important shared space. Seven in ten Brits (70%) see car journeys as valuable family time, while 63% say some of their most meaningful conversations have taken place in the car. For parents, the car also plays a practical role in daily life, with 73% admitting they have driven children around to help them fall asleep.

There is also a strong emotional comfort attached to the driving experience itself. One in four (20%) Brits associate car journeys with being carried home asleep as a child, while 46% still return to the same music or audiobooks from their childhood car journeys to help them unwind or drift off today.

Comfort and environment are also key factors in helping Brits relax while travelling. Over half (51%) say comfortable seating makes them feel calm in the car, while 31% point to air conditioning and 25% say heated seats help create a more relaxing experience. Additionally, 40% of Brits find electric vehicles more calming due to their quieter interiors compared to petrol or diesel cars.