Inside The Michelin Man’s Story — From Tires To Stars
Who Is the Michelin Man?
The Michelin Man, known officially as Bibendum, is one of the world’s longest-standing brand mascots.
His unusual look made him stand out at trade fairs and in early print advertisements.
Early Depictions
The first sketches showed Bibendum holding a goblet filled with nails, glass, and stones — a bold way history of the Michelin Man saying Michelin tires could "drink up" road hazards.
His name "Bibendum" comes from the Latin phrase *Nunc est bibendum* — meaning "Now is the time to drink."
How the Michelin Man Changed With Time
In 1998, for his 100th birthday, he underwent a redesign to appear healthier, friendlier, and less bulky.
By the 21st century, the Michelin Man had become one of the most recognised mascots worldwide, with studies suggesting over 90% brand recognition.
The Michelin Man and Food Culture
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
In an era of digital marketing, few mascots have survived — but the Michelin Man remains iconic.
That’s why he still appears worldwide, from tire shops to lifestyle advertising.
The Legacy of the Michelin Man
In 2025, he continues to inspire trust, laughter, and recognition in equal measure.
As long as Michelin tires keep rolling and Michelin stars keep shining, Bibendum will remain part of the story.