The Michelin Man Today – What’s New With Bibendum

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Meet Bibendum – The Michelin Man

Bibendum — better recognised as the Michelin Man — is a symbol of trust, safety, and innovation in mobility.

Over time, he shifted from intimidating to friendly, becoming the approachable character seen today.

Strange Beginnings of Bibendum

The first sketches showed Bibendum holding a goblet filled with nails, glass, and stones — a bold way of saying Michelin tires could "drink up" road hazards.

It also gave the mascot a unique personality beyond simply being a tire figure.

From Mummy-Like Figure to Slim Icon

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

This unexpected crossover — from car tires to fine dining — has made the Michelin Man part of global lifestyle culture.

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.

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

After more than 130 years, the Michelin Man remains a unique cultural icon.

As long as Michelin tires keep rolling and Michelin stars keep shining, Bibendum will remain part of the story.

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