In the United States, most of us were taught the same thing. Soap and a loofah are enough. Put some body wash on, work up a bunch of foam, rub it around, rinse, done. Nobody ever questions it, because nobody ever suggested there was anything to question.
But in Japan and other parts of Asia, long exfoliating shower towels are simply a common way to wash the body. Not a beauty product. Not a treatment. The everyday thing you keep in the shower, the way an American keeps a pouf.