Matsuyama Shopping Festival is a shopping promotion event held for visiting tourists in Matsuyama City, a city is located in the northwest of Shikoku and the prefectural capital of Ehime Prefecture. This special and attractive shopping event where Matsuyama’s commercial facilities, shopping streets, and retail stores all come together, is waiting just for you.

It is an introduction video of Matsuyama city.

Introduction of Matsuyama City’s Shopping Districts

Okaido Shopping District

Okaido is one of Matsuyama City’s major central shopping districts that represents the city. With an arcade 483m long, 15m wide, and a ceiling 13m high, it is one of the large shopping districts that exemplifies Matsuyama. Including the Matsuyama Mitsukoshi Department Store and the AER Matsuyama Commercial Complex, there are over 100 stores, with many clothing stores and game arcades that allow you to thoroughly enjoy shopping. The north side continues into Ropeway Shopping Street, from which you can go to Matsuyama Castle, the symbol of Shikoku’s Matsuyama.

Basic Information

Address: 1 Chome 2, Okaido, Matsuyama City
Access: Just outside of Okaidoguchi Station
Hours: Store hours vary depending on the store

Matsuyama Gintengai Shopping District

Matsuyama Gintengai is a 600m long shopping district located in Minato-machi, a central transportation hub in Matsuyama City. It is the closest shopping district to Matsuyama City Station, and the Takashima Department Store at its entrance boasts the greatest surface area and sales in Shikoku; it also contains Matsuchika Town, the only underground shopping street in Shikoku. Flowers are planted according to the seasons in the central part of the arcade, which calms passersby, and couches are installed as a way to allow people to relax and unwind.

Basic Information

Address: 3-Chome-4, Minato-machi, Matsuyama City
Access: 1-min walk from Matsuyama City Station
Hours: Store hours vary depending on the store

Matsuchika Town

Opened in April of 1971, Matsuchika Town is the only underground shopping street in Shikoku, and is also said to be the second shortest underground shopping street in Japan.
Close in proximity to Iyo Railway’s Matsuyama City Station, which links the suburbs with downtown Matsuyama, as well as to local train stations in central Matsuyama, Matsuchika Town bustles not just with people shopping and sightseeing, but with many commuting to work and school. Additionally, the “Uruoi no Izumi Hiroba,” a fountain plaza which symbolizes Matsuchika Town, has had an accessible connection to the adjacent Takashimaya Department Store’s basement food market since its construction, and provides a serene relaxation spot for visitors.

Basic Information

Address: 5-Chome-1-1 Minato-machi, Matsuyama City
Access: Underground from Matsuyama City Station
Hours: Store hours vary depending on the store

Dogo Shopping District

The Dogo Shopping District, nicknamed “Dogo Haikara Dori” is an L-shaped arcade about 250m long that connects Dogo Onsen Station, the last stop of the Iyo Railway tram, with Dogo Onsen Honkan.
About 60 stores rebuilt in the Meiji Era line this street, which has a romantic, nostalgic scenery specific to hot spring districts, and which you can enjoy walking down dressed in a yukata.
From December 31st to January 1st, there will be a countdown event in front of Dogo Onsen Honkan, and at midnight, the Tokidaiko drum will be struck 12 times.
The Tokidaiko hangs down from the middle of Shinrokaku, the cupola of Dogo Onsen Honkan, and is struck three times a day (at 6am, noon, and 6pm), a tradition which has continued from the founding of Dogo Onsen Honkan in 1894 (Meiji 27).

Basic Information

Address: 6 Dogo Yunomachi, Matsuyama City
Access: Just outside Dogo Onsen Station
Hours: Store hours vary depending on the store

Famous Sight Seeing Spots in Matsuyama

Matsuyama is a sweet, charm filled town, with tourism, hot springs, shopping, cuisine, and warm heartedness.

Matsuyama Castle

Matsuyama Castle is a mountain castle that was built approximately 400 years ago, with a keep at the highest elevation of the twelve that remain in Japan. If you climb the keep, you can gaze out at the scenery of Matsuyama’s city-scape, the islands in the Seto Inland Sea, and the Shikoku mountain range.

The Dogo Hot Springs

This historic hot spring is said to be the oldest hot spring in Japan, and appears in Natsume Soseki’s novel, “Botchan”. You will find foot and hand baths, which are free to use by anyone.

  • The Dogo Hot Spring Main Building is currently undergoing renovations, and may appear different than shown in the pictures.

Handling shops