The Matsuyama Ropeway Shopping Street is at the foot of Matsuyama Castle, leading to the cable car station for the castle. The relaxing street is lined with chic independent shops.

The Matsuyama Mitsukoshi department store, the Aeru Matsuyama shopping complex, and a wide range of restaurants along the arcade offer convenient shopping and dining options.

The 600m Gintengai Shopping Arcade is as popular as the Ōkaido Shopping Arcade.

Along with a nearby farm park, the falls are the perfect place to enjoy some amazing natural beauty.

The Izumidani terraced rice fields are a brilliant sight. They are designated as one of Japan’s best 100 rice terraces, consisting of 95 paddy fields on a steep mountain slope.

Nametoko Gorge is located along the upper branch of the Meguro River, a tributary of the Shimanto River.

A variety of walking trails are available, including a 4.6km hike along the ridge from Tsuchigoya, Kumakōgen, as well as a cable car ride from Saijo City.

A series of 5.5m high Taiko drum-shaped floats, weighing about 3 tons, are paraded through the town.

Matsuyama Castle is one of Japan’s few castles with original surviving keeps or main towers.

The Warei Taisai Uwajima Ushi-Oni Festival is one of the major summer festivals of Shikoku.

Taimeshi (sea bream rice) is a traditional local specialty of Ehime, the source of the majority of Japan’s sea bream.

The mikan (satsuma) of Ehime are a perfect balance of sweet and sour. Their full flavor is a result of the perfect natural growing conditions of sunshine, sea breezes, and mild temperatures.

Uwajima Castle, along with Matsuyama Castle, is one of Japan’s twelve castles with original surviving keeps (tenshu). Once a strong fortress facing Uwajima Bay, the castle is enclosed within an irregular pentagon-shaped land area.

Bansuiso is a Renaissance-style villa built as a second home for Sadakoto Hisamatsu, a descendant of the Matsuyama clan lord.

This is the world’s first towel museum dedicated to the art of towel manufacturing. The unique museum has much to offer including displays of intricate traditional towels, works of art made from towels, and an exhibition on the towel-making process.

At JR Shimonada Station…the views are spectacular at any time: from the sunshine sparkling on the surface of the sea during the day, to the glowing sunset over the golden sea at dusk.

The Saijo Festival is a magnificent spectacle featuring around 150 traditional wooden floats called danjiri.