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.

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.

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.