Estimated reading time: 8 minutes
The release of the Michelin Guide Vietnam 2024 is expected to reignite the debates that began with its first publication. The Michelin Guide in Asia, particularly in Vietnam, has faced criticism for not being “what it used to be” compared to the original Michelin Guide in France. However, this perspective needs to be understood in context.
The Michelin Guide originated in France as a benchmark for culinary excellence, focusing on the finest in food and hospitality. However, in the early 2000s, the guide faced a crisis as digital platforms like TripAdvisor emerged, offering user-generated reviews that threatened Michelin’s traditional model. To avoid bankruptcy, the Michelin Guide evolved from being a purely gastronomic French review into a broader culinary and food guide that now encompasses a wider range of dining experiences in each country it is published.
In this 3 parts article on Michelin brand and standards communication and controls in developing countries like Vietnam and Asean:
- We will delve into the historical evolution of the Michelin Guide in France then in Asia, exploring how it transitioned from a French culinary authority to a global foodie’s guide.
- We will also clarify the significance of Michelin stars, Bib Gourmand, and Selected restaurant distinctions, specifically within the context of Vietnam and Asia. These changes have sparked controversy among traditionalists who argue that the guide’s expansion and diversification have diluted its original purpose.
- Finally, the Michelin Guide’s operations in developing countries like Vietnam have raised further concerns: the control of IP rights and the brands control. The risk of biased commercial selections, misled Michelin inspectors, and the misuse of the Michelin brand have come under scrutiny. Issues such as copycat signature dishes by rogue ex-employees and brand infringements highlight the challenges Michelin faces in maintaining its integrity in rapidly developing markets.
As the Michelin Guide continues to expand in Vietnam, the ongoing debates around its role and relevance are likely to persist, particularly as it navigates the complex dynamics of a global culinary landscape that is far different from its origins in France.
The Michelin Guide to Vietnam: A Historical Journey from France to Global Culinary Influence
The Michelin Guide, one of the world’s most revered culinary references, began its journey in France in 1900.
Initially, the guide was conceived by the Michelin brothers, André and Édouard, as a promotional tool for their tire company. Aimed at encouraging automobile travel, the guide provided useful information such as maps, tire repair instructions, and a list of restaurants and hotels. Its restaurant recommendations, however, quickly became its most popular feature, setting the stage for the Michelin Guide’s future as a culinary authority.
Throughout the 20th century, the Michelin Guide’s influence grew exponentially.
By the mid-century, it had established a rigorous and secretive inspection process, awarding one, two, or three stars to restaurants based on the quality of their cuisine. These stars became coveted symbols of culinary excellence. By the early 2000s, the guide had solidified its reputation as the ultimate arbiter of fine dining in France and, gradually, in other parts of Europe.
However, the early 2000s brought challenges that nearly led to the guide’s demise.
The rise of online review platforms like TripAdvisor and the proliferation of competing restaurant guides threatened Michelin’s dominance. The traditional model of anonymous, professional inspections was increasingly seen as out of touch in a digital age where user-generated content was gaining trust. As a result, the Michelin Guide faced declining sales and relevance, pushing it to the brink of bankruptcy.
The Michelin Guide embarked on a bold revival strategy.
Under the leadership of Gwendal Poullennec, appointed CEO in 2018. Previously head of Marketing, Poullennec expanded the guide’s reach, accelerating its internationalization with editions in new countries across Asia, North America, and beyond. He also embraced digital transformation, incorporating user feedback and enhancing the guide’s online presence. This strategy not only revived the Michelin Guide but also strengthened its position as a global culinary benchmark.
Today, the Michelin Guide continues to be a symbol of excellence, evolving with the times while maintaining its core values of quality and tradition. Its journey from a humble tire company’s bulletin
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