Michelin is best known for keeping vehicles moving, but in the Philippines, its famous name is now also helping put restaurants, destinations, and Filipino cuisine in the international spotlight.
The French tire maker’s introduction of the MICHELIN Guide in the Philippines in 2025 has expanded its local presence beyond mobility, creating new connections with consumers through tourism, gastronomy, and culture.
Antonio Mello, vice president for Michelin APAC Mining and a member of the Regional Leadership Team, said the Guide’s arrival was one of the company’s major milestones in the country.
“What stood out most was the strong engagement we saw across consumers, media, tourism stakeholders and the broader community,” Mello said during a recent Michelin distributor event.
“The Guide generated interest in tourism, local businesses and the country’s vibrant culinary scene, while bringing additional international attention to the Philippines,” he added.
The MICHELIN Guide debuted locally with its Manila and Environs & Cebu 2026 selection, bringing the Philippines into Michelin’s international network of culinary destinations.
For Michelin, the Guide has also become another way to engage Filipino consumers as the company continues expanding its tire distribution and service network.
“It also demonstrated the strength of the Michelin brand and our ability to create positive impact beyond mobility alone,” Mello said.
Michelin has had a presence in the Philippines for decades, including local factory operations beginning in 1996 before shifting to a distribution-led model. It formalized its local presence as a branch office in 2017 and opened a new Philippine office in 2025.
The company has recently expanded its distribution network, particularly as it strengthens its push in industrial tires.
“These milestones reflect our confidence in the Philippines and our commitment to this market over the long term,” Mello said.
The MICHELIN Guide may not sell a single tire, but it has given the Michelin name another way to travel in the Philippines, this time through the country’s dining tables and destinations.
