Economics
Michelin Restaurant Guides Are Expanding in Asia
- French tiremaker adds stake in Robert Parker wine business
- Michelin aims for guides to be profitable in a few years
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Michelin, facing fierce competition from lower-cost Chinese tiremakers as it expands in Asia, is counting on a little luxury splash from haute cuisine to boost its brand image.
The French company is introducing its eponymous restaurant guide for Bangkok in December as part of a broader effort to increase the brand’s appeal in Asia. In July it bought a 40 percent stake in the U.S.-based Robert Parker wine guide, which hosts tasting events on the continent, including in Singapore, Hong Kong and Macau, where Michelin already has food guides.