A major spring event held around Matsuyama Castle and its surroundings. The 'Daimyo Warrior Procession,' where warriors in armor and kimonos parade through the city center, will be held in the evening for the first time this year.

A row of cherry trees stretching along the Ishitegawa River, which flows through Matsuyama City. The 'Gathering Grassland Area,' bustling with cherry blossom viewers, is a classic spot where you can spread out a sheet and enjoy cherry blossom viewing at your leisure.

The collaboration of beautiful cherry blossoms and Matsuyama Castle is a magnificent sight. *There is no nighttime operation for the ropeway or lift. Please use the castle path (18:00-20:50 / Gate closes 21:00).

Dogo Park, the former site of Yuzuki Castle. Known as a famous cherry blossom spot, lanterns light up at night, allowing visitors to enjoy beautiful night cherry blossoms. Perfect for a post-onsen stroll in Dogo Onsen.

A once-a-year major event where about 100,000 works from kilns of 'Tobe Ware,' Ehime's proud traditional craft, gather in one place. From daily tableware to art crafts, items are sold at special appreciation prices.

A large-scale eco-market held in the lush Shiroyama Park. Handmade goods, food, workshops, and more are available, enjoyable for families and pet owners.

A traditional festival in the Hojo area where the Intangible Folk Cultural Property 'Kashima no Kaineri' (oar-rowing ritual) is performed. You can witness the replacement of the large shimenawa rope and the brave dance on the boats up close.

A limited-time pop-up shop where you can experience the world of 'Disney Flagship Tokyo,' Japan's largest Disney Store flagship store. Venue-exclusive goods are also available.

Regional preliminaries for 'Haiku Koshien,' where high school students from across the country compete for the title of Japan's best haiku poet. Intense verbal clashes unfold at various locations in Matsuyama City.

A special exhibition tracing the history of Studio Ghibli works and 'Friday Road Show.' Many giant photo spots, such as the world of Ohmu, where photography is allowed, will also appear.

A summer festival held from Hojo, a port town in Matsuyama, to Horie. It's bustling with star mine fireworks, lantern floating that illuminates the sea, and local live performances.

Shikoku's largest fireworks festival. Thousands of fireworks are launched from the sea off Mitsuhama, Matsuyama's western port. The beauty of the water fireworks and the roaring sound that reverberates through your body are truly spectacular!

Tanabata decorations adorn the area around Dogo Onsen Main Building and the shopping street. Bamboo decorations for writing wishes on strips of paper are also set up, allowing visitors to enjoy the summer atmosphere while strolling through Dogo in yukata.

Matsuyama's largest summer festival. A Yakyu-ken dance parade unfolds in the city center, from Okaido to Chifune-cho, with shouts of 'Out! Safe! Yoiyoi-yoi!'

During the summer, Matsuyama Castle is illuminated and its nighttime operating hours are extended. You can take the ropeway up for an evening stroll and enjoy the beautiful night view of Matsuyama City.

Noh performances held on an outdoor stage in Matsuyama Castle Ninomaru Historic Garden on summer nights. Noh and Kyogen are performed in a magical atmosphere with bonfires (torches) lit.

A festival that colors the summer of Dogo Onsen town. Local performing arts, Bon Odori, and children's portable shrines appear, allowing locals and tourists alike to enjoy together.

The national tournament of 'Haiku Koshien,' where high school students from all over the country gather to dedicate their youth to 5-7-5 syllables. Intense debate-style matches unfold. (*Regional tournaments are from May to July)

A late-summer night market and fireworks festival held around Botchan Stadium. You can enjoy fireworks illuminating the stadium's night sky up close.

A triathlon competition set on Nakajima, a beautiful island in the Seto Inland Sea. It's a challenging yet beautiful race where participants swim in the sea, and cycle and run across the island.

An autumn moon viewing festival held on the Shigenobu Riverbed. Enjoy Bon Odori, stage events, and a grand finale fireworks display while savoring imotaki (taro stew).

The general term for autumn festivals in Matsuyama City held annually from October 5-7. Portable shrines parade through various locations in the city. The 'Hachiawase,' where portable shrines violently clash, held in front of Dogo Onsen Station and Ishitegawa Park, is particularly famous.

The autumn festival of Isaniwa Shrine, the guardian deity of Dogo Onsen. It is the main festival of 'Hachiawase,' and the brave sight of men carrying large portable shrines ascending and descending the steep stone steps is one of the best highlights of the Matsuyama Autumn Festival.

The autumn festival of Mitsuhama, Matsuyama's port town. The highlight is the 'Akatsuki no Miyadashi' (dawn procession to the shrine) starting at 1 AM. Intense clashes between square portable shrines and octagonal portable shrines take place.

The 'Ittai Hashiri' (unified run), the only Shinto ritual in the prefecture where young people in happi coats carry portable shrines and run at full speed along a 100m approach, is a must-see. Cheers erupt at the sight of the portable shrines running beautifully without swaying.

An intense autumn festival in the Hojo area, featuring 'Mikoshi Otoshi' (dropping portable shrines down shrine steps) and danjiri floats with people on their roofs parading through the town. The Kaineri (oar-rowing ritual) and Mikoshi Misogi (portable shrine purification) at Kashima are also highlights.

A moon viewing festival held at Dogo Park, the former site of Yuzuki Castle, once the residence of the Kono clan, governors of Iyo Province. Live Japanese traditional music performances and outdoor tea ceremonies are held, allowing visitors to elegantly enjoy the long autumn night.

A moon viewing event held at Matsuyama Castle Honmaru Plaza during the full moon season. It's a special nighttime opening where you can enjoy Matsuyama City's beautiful night view and the full moon simultaneously.

A festival in Hojo themed around the Kono clan, a naval force that once played an active role in the Seto Inland Sea. Historical parades and performances are held.

A major autumn event following the Spring Tobe Ware Festival. Approximately 60 kilns set up stalls, offering face-to-face sales at a tent market, Tobe Ware auctions, and stage live performances.

Trees and gardens of Ninomaru Historic Garden are illuminated to coincide with the beautiful autumn foliage season. It's an event where the Japanese scenery and the contrast of light are beautiful.

An outdoor illumination event held exclusively during the Christmas season. Held concurrently with the illumination of the adjacent Bansuiso Villa, the entire surrounding area is enveloped in a magical atmosphere.

A weekend-only illumination event held at Ehime Prefectural Tobe Zoo. It's a very popular event for families, allowing them to explore the night zoo adorned with light art.

A citizen-participatory haiku tournament symbolizing Matsuyama, the city of haiku. Held annually in winter, it includes haiku gathering experiences and awards ceremonies.

A large-scale illumination event set at Ehime Children's Castle. Millions of lights and projection mapping create a magical world.

Winter illumination held in the courtyard of Dogo Onsen Annex Asuka-no-Yu. Lanterns and paper lanterns with 'Tsubaki' (camellia), Matsuyama City's flower, as a motif, glow beautifully.

A project by Mika Ninagawa, a world-renowned photographer and film director, and the creative team 'EiM.' The entire town becomes an art space, with illuminations of Dogo Onsen Main Building and lantern gates in the shopping street.

A market held almost daily around Shiroyama Park Yasuragi Plaza, overlooking Matsuyama Castle. Food trucks and stalls are set up, allowing visitors to enjoy delicious gourmet food with a picnic feel.

A popular market held on the 3rd Sunday of every month on Hanazono-cho Street in front of Matsuyama City Station. Many shops, including agricultural products, food and drink, and craft goods, line the sidewalk according to a monthly theme.

A handmade market held once a month in the indoor lobby of Matsuyama City General Community Center. You can find a variety of handmade goods and food regardless of the weather.

A morning market held several times a year at Matsuyama City Public Fisheries Wholesale Market. In addition to selling fresh seafood and enjoying local gourmet food, you can also experience fish auctions.