mold developed on the untreated towel. but the treated one stayed white and fresh smelling. at's because the growth of bacteria was kept in check. imabari city in western japan is known as the center of towel production but its products are facing steep competition from cheaper chi knees erer chinese imports. the company that made the towel is located here. the secret is a liquid containing platinum nanoparticles. platinum breaks down odor causing elements such as amobia and controls the growth of bacteria. that keeps wet towels odor free even after multiple uses. this is how the odor-eating towels are made. first, the fabric is soaked in a platinum nanoparticle liquid. then it's pressed with rollers to set the plat nim nanoparticles. this ensures that the effect lasts even after the towels are washed. >> translator: these are the products we've made so far. >> reporter: the company first tried the process on sheets and pillow cases. but such large items require a huge amount of the platinum nanoparticle liquid which costs ten times more than the deodorant. it was difficult t