Murakami Towel Co., Ltd., a towel maker founded in 1927 (Showa 2) in Imabari, Ehime, is opening "MURAKAMI Honten" (MURAKAMI 本店), the flagship store of its D2C brand MURAKAMI, on Tuesday, October 13, 2026. It is the company's first store, and it will stand in front of the Matsuyama Castle Ropeway station building in Matsuyama, Ehime.
MURAKAMI comes in two lines. KYOJI (矜持) pursues the comfort of pile weaving that wraps around the skin, while KYOCHI (境地) pursues lightness and water absorbency through a weave without pile. The store has a hand-washing corner where visitors can use the two lines side by side. Rather than asking which one is better, the store invites visitors to check with their own hands which one suits them right now.
About MURAKAMI
MURAKAMI grew out of the history of Murakami Towel, which has made towels in Imabari, Ehime, for a hundred years. The company took a fresh look at the absorbency, feel against the skin, and quick-drying qualities it has refined over that time, and reshaped them into towels that fit life today.
The two lines are KYOJI, which pursues a wrapping comfort, and KYOCHI, which pursues lightness and absorbency.
Murakami Towel of Imabari, Ehime, has been making towels since its founding in 1927.
About MURAKAMI Honten – A Place to Experience a Century's Answer
MURAKAMI Honten is a place to touch, use, and compare MURAKAMI towels. Visitors can wash their hands, dry them, and check how a towel absorbs water and how it dries. The question is not which of KYOJI and KYOCHI is better but which one suits the visitor now, to be decided by hand and by feel.
Compare the Two Lines at the Hand-Washing Corner
At the hand-washing corner inside the store, visitors can compare KYOJI and KYOCHI and try out their water absorbency. For the trial, coaster-sized towels of both KYOJI and KYOCHI are provided free of charge, and visitors can take the towels they used home with them. Samples after 1, 50, and 100 washes are also on display.
Vending Machine Outside the Store, Open 24 Hours (Planned for November)
A vending machine is planned for installation outside the store in November 2026. Once it is in place, KYOCHI face towels and hand towels will be available for purchase 24 hours a day.
KYOJI and KYOCHI are original MURAKAMI products. They are sold only at MURAKAMI Honten and through MURAKAMI Online, which is scheduled to open in November 2026.
The Two Lines
KYOJI (矜持) – Authentic Towels for Everyday Life
KYOJI is the culmination of the "towel-ness" that Murakami Towel has cultivated over a hundred years.
Cotton yarn selected specifically for towels is finished with two types of processing, bringing out an understated softness and the natural absorbency of cotton. The towel holds air, takes in water, and gently wraps the skin.
Sizes: 4 sizes (bath towel, mini bath towel, face towel, hand towel), 30 colors in total
KYOCHI (境地) – Fine Quality, Made Lighter
KYOCHI is another answer that Murakami Towel was able to reach thanks to its hundred years of experience.
A pile-free weave finished with two types of processing gives a thin, smooth feel when wiping and absorbs water the moment it touches the skin. It is light, not bulky, and dries easily even when hung indoors.
Sizes: 3 sizes (bath towel, face towel, hand towel), 30 colors in total (comes in dedicated KYOCHI packaging)
Both lines use cotton yarn selected for towels and are finished with two types of processing. According to the company, that extra work is the reason for Murakami Towel's quality.
Comment from the President
Yoshitane Murakami, Representative Director and President of Murakami Towel Co., Ltd., said:
"With the technology and experience we have built up in Imabari over many years, we have made two towels that we can deliver with confidence: KYOJI, with its wrapping comfort, and KYOCHI, which is thin and light. We want people to check how each one feels with their own hands, and that is why we are opening a store where they can actually compare the two. We believe visitors will feel the results of our craftsmanship, from the softness against the skin and the sensation of absorbing water to the comfort after wiping. Because these are things people use every day, we will deliver towels that people can choose with confidence and use for a long time, directly with our own hands."
Store Information
- Store name: MURAKAMI Honten (MURAKAMI 本店)
- Opening date: Tuesday, October 13, 2026
- Address: 3-8-7 Okaido, Matsuyama, Ehime 790-0004 (in front of the Matsuyama Castle Ropeway station building)
- Access: 10-minute walk from Okaido tram stop on the Iyotetsu line
- Hours: 9:00 AM–5:00 PM
- Regular holidays: None
- Phone: 0898-22-0404 (Murakami Towel head office). Inquiries until Sunday, October 18, 2026 are handled by the head office.
- Parking: None (please use a nearby coin-operated parking lot)
- Tax-free shopping: Scheduled to start in November 2026
- Delivery: Domestic delivery only
- Instagram: https://www.instagram.com/murakami_honten/
- X: https://x.com/murakami_honten
- Facebook: https://www.facebook.com/profile.php?id=61594930802694
