Meet Bibendum: The Michelin Man’s Evolution In 2025
Who Is the Michelin Man?
The Michelin Man, known officially as Bibendum, is one of the world’s longest-standing brand mascots.
Created by the Michelin tire company in France, Bibendum was originally drawn as a towering figure made entirely of stacked tires.
The Michelin Man’s First Look
Though unusual, these depictions cemented him as a recognizable figure in European advertising.
His name "Bibendum" comes from the Latin phrase *Nunc est bibendum* — meaning "Now is the time to drink."
From Mummy-Like Figure to Slim Icon
Over the decades, Bibendum’s design slimmed down, reflecting changes in tire technology and modern aesthetics.
By the 21st century, the Michelin Man had become one of the most recognised mascots worldwide, with studies suggesting over 90% brand recognition.
From Tires to Fine Dining
Today, when people hear "Michelin," they think of both performance on the road and excellence on the plate.
In 2025, the Michelin Guide continues to expand across the Middle East and Asia, with Dubai, Abu Dhabi, and Tokyo adding new starred restaurants.
A Mascot That Refuses to Fade
From print posters to virtual campaigns, he has evolved without losing his identity.
He reflects values of reliability, durability, and quality — qualities Michelin wants drivers and diners alike to associate with its name.
Why Bibendum Will Keep Rolling
He bridges industries, from automobiles to haute cuisine, and carries a global presence few mascots can match.
As long as Michelin Man logo tires keep rolling and Michelin stars keep shining, Michelin Man figure Bibendum will remain part of the story.