Inside The Michelin Man’s Story — From Tires To Stars
Meet Bibendum – The Michelin Man
The Michelin Man, known officially as Bibendum, is one of the world’s longest-standing brand mascots.
Over time, he shifted from intimidating to friendly, becoming the approachable character seen today.
Early Depictions
Though unusual, these depictions cemented him as a recognizable figure in European advertising.
This classical motto tied Michelin branding to culture and sophistication, helping the mascot appeal beyond car enthusiasts.
Evolution Over the Decades
This updated look remains in place today, ensuring he stays relevant to a new generation.
His adaptability is why the figure has lasted over 130 years.
From Tires to Fine Dining
This unexpected crossover — from car tires to fine dining — has made the Michelin Man part of global lifestyle culture.
In 2025, the Michelin Man logo - browse around this site - 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.
He reflects values of reliability, durability, and quality — qualities Michelin wants drivers and diners alike to associate with its name.
The Legacy of the Michelin Man
He bridges industries, from automobiles to haute cuisine, and carries a global presence few mascots can match.
The mascot has proven timeless — adaptable, resilient, and unforgettable.