A spark plug having a center electrode that includes a columnar noble metal tip at one end thereof, and a ground electrode that forms a spark gap between the ground electrode and a circular discharge surface of the tip. In the tip, a mass % of Pt is largest and a content percentage of Ni is more than or equal to 0 mass % and less than or equal to 40 mass %. In each of both a cross-section of the tip parallel to the discharge surface and a cross-section of the tip perpendicular to the discharge surface, particles each having an aspect ratio of more than or equal to 1 and less than or equal to 10 occupy more than or equal to 70% of observed particles in an area extending from an outline of the cross-section by a distance of 10% of a diameter of the discharge surface.