Meet Bibendum: The Michelin Man’s Evolution In 2025

The Origins of Michelin’s Famous Mascot

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 of 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."

From Mummy-Like Figure to Slim Icon

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

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

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.

Final Thoughts

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

The Michelin Man isn’t just a brand character; he’s a legend that still speaks to every generation.