Wet towel production equipment comprises an unreeling unit, a humidifying unit, a cutting unit and a rubbing unit. The unreeling unit is used for unreeling non-woven fabrics, the humidifying unit is arranged at the rear of the unreeling unit and used for humidifying the unreeled non-woven fabrics, so that a primary wet towel with certain wettability is formed, the cutting unit is disposed at the rear of the humidifying unit, and is used for cutting the primary wet towel into a towel with a preset size so that the towel can be packaged, the rubbing unit is disposed between the unreeling unit and the humidifying unit or disposed between the humidifying unit and the cutting unit, is provided with rubbing grooves arranged in advance, and is used for rubbing the non-woven fabrics or the primary wet towel, accordingly, the arrangement direction of fibers in the non-woven fabrics or the primary wet towel turns, simultaneously, the fibers in the non-woven fabrics or the primary wet towel are bent and deform along with the rubbing grooves arranged in advance, and patterns corresponding to the rubbing grooves arranged in advance are formed on the non-woven fabrics or the primary wet towel. The invention further relates to wet towel production process and a wet towel.