Michelin expands restaurant guides as part of Asian growth push
Paris
MICHELIN, facing fierce competition from lower-cost Chinese tyremakers 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 per cent stake in the US-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.
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