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Today, the Michelin Guide is widely known as the arbiter of fine dining, but when it was created in 1900, it was little more than a marketing gimmick; brothers Andre and Edouard Michelin sought to increase profits for their tire company by encouraging their customers to drive across France, visiting the guide's recommended hotels and restaurants along the way. Nevertheless, the guide soon grew in scope and its modest French eateries were replaced with some of the most esteemed restaurants from around the world, including La Yeon in Seoul and Sushi Shikon in Hong Kong.