Diversification brings spirit

Consumers' needs have changed as they not only want good products, but a pleasant experience and sustainability.

This transformation brings new challenge and opportunity to all enterprises. Michelin is driving diverse business to better satisfy consumer's needs.

Beyond tires, Michelin is also well known for the Michelin Guide that recommend great culinary experiences to people around the world.

The first Michelin Guide Hong Kong and Macao was published in 2008, starting its journey in China. It now covers four cities on the Chinese mainland — Shanghai, Guangzhou, Beijing and Chengdu.

Today, many chefs, foodies and gourmets share the same vision on sustainable gastronomy. With the creation of the Michelin Green Star in 2020, the Michelin Guide sheds light on the efforts of those at the forefront with their sustainable practices and plays the role in bringing their vision to everyone. The first Green Star in China was revealed in Beijing in November 2020.

Moreover, Robert Parker Wine Advocate, which has been fully owned by Michelin since 2019, recommends high-quality wine to consumers. In 2021, it made the first move by developing a sustainability recognition: the Robert Parker Green Emblem. It is given to selected wineries that have demonstrated extraordinary efforts in pursuit of environmentally friendly practices.

With, around and beyond tires, Michelin is committed to meeting not only people's mobility needs but their aspiration to enjoy their life in motion.

Winter has passed and the world welcomes the spring. While numerous people go for their dreams in the new year, Michelin has progressed in China for more than 30 years, continuing to innovate, improve and always being there for customers.