Summary of Tourist Information for “Towel Museum ICHIHIRO”! A Trip to Experience the Local Specialty of Imabari

Imabari City in Ehime Prefecture is Japan's number one towel production area. Therefore, it's understandable that there is a very unique museum—Towel Museum ICHIHIRO. With a wide range of towel-related exhibits, it's also a place the whole family can enjoy. This time, we explored the charm of Towel Museum ICHIHIRO. Please use this as a reference when planning your sightseeing trip to Ehime.

Towels are a Specialty of Imabari!

There are various local specialties across Japan, but the leading specialty of Imabari City in Ehime Prefecture is towels. When people hear “Imabari Towel,” many associate it with luxury towels. That’s how deeply the image of Imabari City = towels has become ingrained.

■ Independent Certification Standards

Imabari Towels have their own certification standards to ensure quality. Only those that pass these standards are allowed to use the Imabari Towel brand logo. These standards are essential to offer truly valuable products.
At the Towel Museum ICHIHIRO, you’ll find many exhibits packed with the charm of Imabari Towels. It's a unique museum that is definitely worth a visit.

■ About the Towel Museum ICHIHIRO

・Opening Hours
Weekdays: 9:30 AM – 5:30 PM
(Gallery admission until 30 minutes before closing)
・Admission Fees
Adults: 800 yen
Junior high & high school students: 600 yen
Elementary school students: 400 yen
Discount for persons with disabilities: 400 yen (400 yen for attendants as well) *Proof required
Seniors (65 and over): 500 yen

Factory Tour Available

At the Towel Museum ICHIHIRO, which offers various displays and learning opportunities about towels, you can also tour the towel factory. Watching how cotton becomes thread and thread becomes towels is like witnessing magic. You can observe the full process of how towels are made.
You'll also see machines not usually seen in everyday manufacturing. The sight of the machines in motion creating towels is sure to captivate both adults and children.

Pick Your Favorite from 40 Colors

The museum shop sells original Towel Museum ICHIHIRO items. Among them, the colorful display of towels in 40 shades, arranged beautifully like a gradient, is a must-see.
With 40 options, you're sure to find one you love. These make perfect souvenirs from the towel-producing region of Imabari. Choosing a color that your family or friends like is also recommended.

Make Your Own Original Towel at the Workshop

On the 3rd floor is the towel workshop. Here, you can have embroidery added to a towel you purchase. You can embroider your favorite characters, making a personalized towel that will serve as a wonderful memory. It's a great idea for surprise gifts for a partner or a baby shower.
Once you’ve selected your towel, you choose the thread color and embroidery placement to submit your order. Using a specialized machine, the embroidery is finished with precision.

A European Garden Filled with Flowers and Greenery

The charm of Towel Museum ICHIHIRO isn’t limited to indoors. The European garden, blooming with seasonal flowers throughout the year, is also a highlight. The expansive garden welcomes visitors with bronze statues of Moomin and his friends.
In spring, violas, plum blossoms, and cherry blossoms start to bloom, followed by wisteria, dogwood, enkianthus, and lilacs—all bursting into color and marking the vibrant arrival of the season.
In early summer, lavender, summer camellias, rhododendrons, and roses bloom beautifully. During the rainy season, hydrangeas, gardenias, and yamamomo (Chinese bayberry) reach their peak. This European garden offers a different expression with each season—be sure to take it in.

Take a Break at Two Cafés and a Restaurant!

■ Museum Café

The Museum Café offers morning and lunch options and is known for serving fragrant tea from France’s Fauchon.
・Hours: 9:30 AM – 6:00 PM (Last order at 5:30 PM)
・Menu:
Morning Menu (9:30 AM – 11:00 AM):
Brunch Set: 850 yen
Toast Morning: 750 yen
Lunch Menu (11:00 AM – 2:30 PM):
Roast beef steak lunch with Ehime beef: 2,000 yen
Cream pasta with two types of scallops and spinach: 1,500 yen

■ Garden Café

A café where you can enjoy tea while viewing the garden.
・Hours: 9:30 AM – 6:00 PM (Last order at 5:30 PM)
・Menu:
Beef shabu curry: 1,100 yen
Seafood curry: 1,100 yen
Fruit-filled waffle set: 900 yen, etc.

■ Wangfujing (Wan Fu Chin)

Wangfujing offers authentic Chinese cuisine.
In addition to the regular lunch menu, there are also options like the Ladies Dim Sum Course (limited to 30 people per day) and the Hong Kong Course Menu, making it the perfect place for a relaxing break during your visit to the Towel Museum.
・Hours:
11:00 AM – 3:30 PM (Last order at 3:00 PM)
5:00 PM – 9:00 PM (Last order at 8:00 PM)
・Menu:
Chef’s Recommended Lunch: 1,350 yen (tax included)
Ladies Dim Sum Course (weekdays lunch only): 1,850 yen (tax included) per person
Course Menus available

Access

Lastly, here is how to access the Towel Museum ICHIHIRO, whether by car or public transport.

■ By Car

From Takamatsu, Tokushima, Kochi, or Matsuyama:
Take the Matsuyama Expressway, continue to the Imabari-Komatsu Expressway via Iyo-Komatsu JCT, and exit at Toyo-Tanbara IC. From there, it’s about 10 minutes to the museum.
From Fukuyama or Hiroshima:
Take the Shimanami Kaido (Nishiseto Expressway) and exit at Imabari IC, then drive about 15 minutes.

■ By Public Transportation

From Okayama or Takamatsu:
Take a limited express train from JR Okayama Station or JR Takamatsu Station and get off at JR Nyugawa Station. From there, take a taxi (about 15 minutes).
From Fukuyama or Hiroshima:
Take a highway bus to JR Imabari Station, then a taxi (about 25 minutes).
(Fees and times listed are as of the end of February 2020. Please check the official website for the latest information.)

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Summary of Tourist Information for “Towel Museum ICHIHIRO”! A Trip to Experience the Local Specialty of Imabari