Imabari Towels — Premium Cotton Textile Heritage

**Museum highlights:** The main attraction is a 20-meter-long mural woven from colored towel threads depicting a European village scene — the textile artistry is remarkable. The manufacturing floor (viewing from above) shows industrial looms weaving towels in real-time, demonstrating the mechanized precision behind soft textiles. Plan 60–90 minutes for full museum + shopping. **Buying guide:** Imabari towels range from ¥500 functional everyday towels to ¥10,000+ luxury gift sets. Mid-range (¥1,500–3,000 per towel) offers the best quality-to-price ratio — these are hotel-grade towels with deep pile, excellent absorption, and durability lasting years. Look for the official Imabari Towel brand logo (red and white) certifying the 5-second water test. **Factory outlets:** Several factories operate outlet stores in Imabari's industrial district selling seconds (slight color variations or weaving irregularities) at 30–50% discounts. Quality is functionally identical to first-grade product. Outlets are not centralized; ask at tourist information for current locations. **Soft water secret:** Imabari's water has low mineral content (soft water), preventing fabric stiffness during dyeing and allowing cotton fibers to remain supple. Locals claim washing Imabari towels in hard water regions reduces lifespan — use fabric softener sparingly or rinse with distilled water for best longevity.