The Michelin Man Today – What’s New With Bibendum
The Origins of Michelin’s Famous Mascot
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.
Strange Beginnings of Bibendum
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
In 1998, for his 100th birthday, he underwent a redesign to appear healthier, friendlier, and Michelin Man mascot less bulky.
He regularly appears at auto shows, motorsport events, and promotional campaigns, often interacting directly with audiences.
From Tires to Fine Dining
While Bibendum doesn’t personally hand out Michelin stars, his image is closely tied to the guide that ranks the world’s top restaurants.
In 2025, the Michelin Guide continues to expand across the Middle East and Asia, with Dubai, Abu Dhabi, and Tokyo adding new starred restaurants.
The Michelin Man’s Relevance Today
From print posters to virtual campaigns, he has evolved without losing his identity.
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.
The Michelin Man isn’t just a brand character; he’s a legend that still speaks to every generation.