The Imabari Towel Minami-Aoyama store in Tokyo is hosting its 26th Imabari Towel Maker Pop-Up, this time spotlighting Masaoka Towel Co., Ltd., a towel manufacturer based in Imabari, Ehime, with a 105-year history. The event runs from September 10 (Thursday) to September 21 (Monday), 2026, under the theme "Bringing Hotel Quality to Everyday Life: The Exceptional Time TRUE TOWEL Delivers."
26th Imabari Towel Maker Pop-Up: Masaoka Towel "Bringing Hotel Quality to Everyday Life"
Founded 105 years ago, Masaoka Towel is one of the older manufacturers in Imabari, Ehime, a region known as one of the world's leading towel-producing areas. TRUE TOWEL, the brand crafted by Masaoka Towel, is simple yet richly dense, offering a texture that feels different the moment it touches the skin. This pop-up offers an early release of bath and face towels from the Casa Collection, alongside pieces from the plush MASSY line and other items built for indulgent comfort. Visitors can experience the hotel-quality texture nurtured by Imabari's abundant water and craftsmanship at the Imabari Towel Minami-Aoyama store.
Pop-Up Period: September 10 (Thursday) to September 21 (Monday), 2026
Example Products
Casa Collection (early release)
Made with premium Tanguis cotton grown in the mountainous regions of Peru, offering a soft, resilient wiping feel and calm colors for an elegant, refined space.
Types: bath towel, face towel
Gift Campaign
During the event, customers who purchase 11,000 yen (tax included) or more of Masaoka Towel products will receive a hotel-spec wash towel as a gift (while supplies last).
Featured Products
MASSY
An ultra-low-twist yarn creates an unmatched fluffiness, offering a comfort that appeals to everyone, from adults who know quality to newborn skin.
Types: bath towel, face towel, kids' hooded bath towel, baby bib, swaddle, handkerchief
MISS / DI LUSSO
MISS offers softness and lightness with a top-tier wiping feel — a gentle-on-skin texture that represents TRUE TOWEL at its most comfortable.
Types: bath towel, face towel
DI LUSSO is a premium towel made generously with rare, high-quality Sea Island cotton, prized for its texture.
Types: bath towel, face towel, bath mat
TRUE TOWEL's Character
Built around the idea of being "honest and gentle," TRUE TOWEL is described as a "true towel," born from sincere, gentle craftsmanship. Made in Imabari, it is simple through and through yet richly dense. The brand draws on the techniques Masaoka Towel has developed while answering the varied texture requests of high-end hotels.
Comment from a Masaoka Towel Representative
"TRUE TOWEL brings together the techniques Masaoka Towel has built by pursuing only 'the real thing,' without compromise, since our founding. This single towel holds the pride and skill of the artisans who have kept answering the high standards demanded by luxury hotels and other discerning customers. In an age that prizes efficiency, we believe there's meaning in continuing to make towels sincerely, gently, and with care for quality. We hope you'll take this opportunity to feel the genuine texture that's clear the moment you touch it."
Venue: Imabari Towel Minami-Aoyama Store
Address: FROM-1st 2F #203, 5-3-10 Minami-Aoyama, Minato-ku, Tokyo
Phone: 03-6427-2941
Hours: 10:30 AM to 7:00 PM
Regular closed day: Second Tuesday of every month
Additional closures: Second Sunday in August / Third Sunday in February / Year-end and New Year holidays
(Temporary closures may occur — check the official website for updates)
Access: Exit A5 of Omotesando Station (Tokyo Metro Ginza, Chiyoda, and Hanzomon lines), then a 5-minute walk to the right.
