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 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.

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 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.