Why Uchino Towels Are Loved Across Cultures

Uchino is dedicated to uncompromising quality from cotton yarn to finished product and has been actively expanding its global presence since 1988. That year marked the establishment of a joint venture in Thailand as a production base, and soon after, offices were opened in Paris and Frankfurt. By 1990, a local subsidiary was established in Singapore to strengthen sales capacity. Nearly 40 years later, Uchino’s towels and patented fabric clothing are sold in 31 countries, with a strong market presence across Europe and Asia.

“We believe that only by being competitive globally can we maintain our competitiveness in Japan. With this mindset of needing to be a global brand—the “world’s UCHINO”—to survive, we were among the first companies to expand overseas. As a result, we’re seeing more overseas tourists visiting our stores in Japan, enjoying the experience of touching our towels and trying on our wear. Just the other day, I visited our flagship store in Shibuya Scramble Square; it was packed with so many foreign customers that I thought I was in an international store,” said Takanobu Uchino, executive vice president and the key figure behind the company’s overseas strategy, with a smile.

Uchino’s towel, best represented by their best-selling “Blissful Towel” series, are renowned for their lightness and softness—a unique appeal that, according to Uchino, represents a blue ocean opportunity in overseas markets.

“In Europe and the US, there has long been a belief that a towel’s heaviness and firmness correspond to how luxurious it is, a way of thinking that stems from the perception that such towels use more yarn, which is considered a sign of opulence. There’s also a cultural preference for efficiency, which means durability is highly valued—strong, sturdy yarns help reduce waste and boost productivity. As a result, lightweight and soft towels simply don’t exist in these markets. That’s why Uchino’s towels, when people casually touch them at a store or exhibition abroad, are often met with a cry of ‘Oh my God!’ Many even go back to touch it again out of sheer amazement,” he explained.

Such light, soft towels are a product of meticulous craftsmanship and advanced technology unique to Japan. For people overseas, this comes across as an entirely new experience, and the market is expected to grow even larger in the future. However, Uchino notes that while the initial reaction is one of pleasant surprise, there are still hurdles to get people to actually start using the towels.

“No matter how good a product is, simply insisting on its value to people from different cultures and with different values won’t lead to easy acceptance. First, we need to understand and embrace their culture. For example, we make larger towels for Western markets, and for hotels where durability is crucial, we offer proposals that meet those specific needs. By respecting our customers’ opinions and responding with sincerity, we can help people understand the quality of our products and build trust. I believe that’s the most important factor in successful global expansion,” he added.

Through such continuous efforts, Uchino’s unparalleled touch and high quality, supported by the company’s technology, are now widely recognized in various countries. High-end department stores like Harrods in the UK and Le Bon Marché in France have been selling Uchino towels, clothing, and items for relaxing for many years, and they have also found a loyal following among many in China and Singapore. Light and soft towels are steadily crossing borders and being embraced by people from diverse cultures.

In August 2024, Uchino revamped its website to better meet global needs. In addition to Japanese and English versions, the site now offers French, Traditional Chinese, and Simplified Chinese. They have also enhanced their online store. In China, a rapidly growing market, Uchino has opened a store on Tmall, the country’s largest e-commerce platform. The annual Singles’ Day (November 11) sales event hosted by Chinese e-commerce giants has become a major talking point in Japan, and for Uchino, sales on this day are exceptional.

“Our website and online shop are crucial tools to deliver relaxation and comfort to those across the world through products of uncompromising quality. But it’s also true that having people actually touch our towels and feel their softness firsthand is the best way to showcase their value as products. In other words, we need to take a dual approach, combining online and offline efforts. That’s why we plan to actively participate in more exhibitions worldwide, creating more opportunities for people to experience our products in person,” Uchino said.

Looking ahead, the company is aiming for a full-scale expansion into the American continent. Alongside this, they will continue to develop products that appeal to a broader audience, both in Japan and internationally. It might well be that the day when soft, lightweight, one-of-a-kind Japanese products transform global perceptions of comfort and luxury is on the way—Uchino, delivering “bliss” to the world, is a brand to watch closely.