Michelin expands its presence in the Philippines, opens new office to enhance customer engagement and support

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Michelin, world-leading manufacturer of life-changing composites and experiences, proudly announces the opening of its new official office in the Philippines. This milestone reinforces Michelin’s long-term commitment to the country, enhancing support for local partners and strengthening its brand presence in the Filipino market.

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• Michelin has opened its new official office in Manila, Philippines to strengthen its brand presence, improve customer and partner experiences, and develop local talents.

• The new office will provide better resources and expertise to local partners, elevate sales and after-sales services, and ensure high-quality products for Filipino customers.

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The new office in the Polaris Building, Filinvest Corporate City, Alabang, will serve as a hub for enhanced customer engagement and support, reflecting Michelin’s dedication to the growing Filipino market. This strategic move aims to strengthen the Michelin brand’s presence and elevate the overall customer and partner experience.

“We are excited to open our new office in the Philippines. We recognize the country’s strong market potential, and this move enables us to reinforce our partnerships, enhance customer support, and further establish Michelin as the preferred choice for mobility solutions in the region.” said Jonathan Khong, Managing Director of Michelin Asia Pacific (Singapore) Philippines Branch Office.

The opening of the new office will enable Michelin to:

· Enhance Support for Local Partners: By establishing a physical presence, Michelin will strengthen collaboration with local partners, providing them with better resources, tools, and expertise to enhance their business operations.

· A Stronger Michelin Brand in the Philippines: The new office will bolster the Michelin brand, ensuring greater accessibility, visibility, and engagement in the local market.

· Commitment to the Filipino Market: This move reflects Michelin’s continued dedication to the Philippines, recognizing its growing market potential and its importance in the region.

· Elevate Customer Experience Through Improved Services: The new office will strengthen sales and after-sales services by providing enhanced support to partners, ensuring Filipino customers receive the highest-quality Michelin products and services.

· Develop Filipino Talents: Michelin is committed to investing in developing local talents, fostering growth and expertise within the Filipino workforce.

Michelin has a long-standing history in the Philippines, tracing its presence back to the early 1990s. The company has evolved its operations to serve the market better, currently working with five key importers to distribute its wide range of tire solutions for various applications, including passenger cars, motorcycles, trucks, and specialty vehicles.

“Our goal is to be a trusted partner in the Philippines, contributing to the country’s development and providing innovative solutions that meet the needs of our customers. We are committed to building a strong and sustainable presence in the Philippines.” Mr. Khong added.

The MICHELIN Guide’s Journey into the Philippines Begins

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The MICHELIN Guide has arrived in the Philippines, setting its sights on Manila and Environs & Cebu for its highly anticipated 2026 debut. With our expert Inspectors already exploring the country’s vibrant dining scene, Filipino cuisine is poised to take centre stage on the global culinary map.

The MICHELIN Guide has set its sights on the Philippines, marking an exciting new chapter for the country’s dynamic culinary scene. Today, the prestigious Guide announces its latest expansion into the vibrant culinary landscapes of Manila and Cebu. This new selection will focus on the bustling Metro Manila and the dynamic city of Cebu, while also beginning to explore the environs of Manila, including Pampanga, Tagaytay, and Cavite.

With their signature discretion and expertise, the anonymous MICHELIN Guide Inspectors have been meticulously exploring these regions, seeking out the most exceptional dining destinations. This highly anticipated selection will shine a spotlight on the Philippines’ most talented chefs and dedicated teams, celebrating their passion, innovation, and deep respect for local flavours and traditions.

“Our MICHELIN Inspectors have been following the evolution of the Filipino culinary scene with great excitement. The country’s deep-rooted culinary traditions, combined with a strong openness to global influences, create a uniquely diverse dining culture,” shares Gwendal Poullennec, International Director of the MICHELIN Guide.

“In Manila, we see young, talented chefs redefining Filipino cuisine with fresh perspectives; while Cebu, as a leading tourist destination, offers an impressive range of dining experiences with world-class hospitality.”

With 7,641 islands brimming with diverse flavours, age-old traditions, and bold culinary innovation, the Philippines is a gastronomic paradise where heritage and modernity harmoniously collide. From the bustling dining hubs of Manila and Environs — where Filipino cuisine shines with deep regional roots — to the vibrant food culture of Cebu, a world-class tourism destination with a thriving hospitality scene, the country’s ever-evolving culinary landscape continues to captivate global palates.

The arrival of the MICHELIN Guide is supported by the Philippines Department of Tourism (DOT). Tourism Secretary Christina Garcia Frasco states, "We extend our warmest welcome to the MICHELIN Guide, whose international recognition of the Philippines’ rich culinary heritage celebrates the diversity of flavours and exceptional creativity that permeate our nation. We are proud to share our vibrant culture and distinct cuisines to the world, which can be enjoyed through exceptional dining experiences across our dynamic cities and beautiful islands. We invite travelers to visit the Philippines and experience the love, warmth, and creativity of Filipino cuisine, while savouring innovative culinary creations shaped by diverse global influences."

“The arrival of the MICHELIN Guide is not only a testament to our country’s culinary excellence but also a significant leap forward for Filipino tourism, with gastronomy now forming a key part of our national tourism priorities. In the Philippines, every dish tells a story and every flavour is an invitation to experience our nation's rich cultural tapestry," Secretary Frasco adds.

The MICHELIN Guide Methodology

The MICHELIN Guide was created in 1900 by the Michelin tire company to support the growth of automobile mobility. Since then, it has remained loyal to its original mission: to settle in mature gastronomic destinations, to guide international travelers and local food lovers to the best restaurants, and to highlight world culinary scenes and to promote travel culture.

The selection will follow MICHELIN’s historic method based on five universal criteria to ensure consistency between each selection, including:

• The quality of the ingredients

• The mastery of cooking techniques

• The harmony of flavours

• The personality of the cuisine

• The consistency both over time and through the menu as a whole

The MICHELIN Guide Restaurant Selection

The MICHELIN Guide conveys its restaurant reviews through an extensive system of distinctions, which are awarded to special restaurants within its full selection. The most famous distinctions are its globally renowned MICHELIN Stars awarded to the restaurant offering the best culinary experiences. One MICHELIN Star is awarded to restaurants for “high-quality cooking that is worth a stop,” two MICHELIN Stars for “excellent cooking that is worth a detour,” and three MICHELIN Stars for “exceptional cuisine that is worth a special journey”.

Alongside the coveted Star ratings, the selection also includes the popular Bib Gourmand category, a distinction awarded to restaurants that provide good quality food at a moderate price.

The MICHELIN Guide is committed to maintaining the highest global standards in its restaurant selection process. Our team of anonymous, experienced, and expert inspectors conduct continuous and rigorous evaluations of restaurants.

These evaluations are carried out objectively and independently, ensuring that external factors do not influence the results. This dedication to impartiality and excellence guarantees that only the outstanding dining establishments are recognised.

The full restaurant selection of the MICHELIN Guide Manila and Environs & Cebu 2026 will be unveiled at a special event to be held in the last quarter of 2025. It will be available exclusively in digital format on all the Guide's interfaces: website, mobile applications, and social networks. It will join the global MICHELIN Guide restaurant and hotel selections to be found for free on its digital platforms.

To learn more about the MICHELIN Guide history, methodology, or selection organization, please visit guide.michelin.com or follow our updates on youtube.com/MICHELINGuideAsia, facebook.com/MICHELINGuideAsia and instagram.com/MICHELINGuide.