Bibendum 2025: The Michelin Man As You Haven’t Seen Him

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.

The Michelin Man’s First Look

The first sketches showed Bibendum holding a goblet filled with nails, Michelin Man toy 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.

Evolution Over the Decades

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

While Bibendum doesn’t personally hand out Michelin stars, his image is closely tied to the guide that ranks the world’s top restaurants.

This keeps him in the spotlight, linking heritage with modern prestige.

A Mascot That Refuses to Fade

His mix of history, humor, and adaptability ensures he connects with new audiences.

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

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

The mascot has proven timeless — adaptable, resilient, and unforgettable.