The 600m Gintengai Shopping Arcade is as popular as the Ōkaido Shopping Arcade. The arcade includes shops dealing mainly in clothing, homeware, variety goods and cosmetics, as well as the biggest department store in Shikoku, Iyotetsu Takashimaya, and Shikoku’s only underground shopping complex “Matsuchika Town” at the western entrance. The eastern side borders the Ōkaido Shopping Arcade across the street. The summer festival “Doyo Yoichi” takes place at Ōkaido, Gintengai and Matsuchika Town on Saturdays from late June to the first week of August every year.