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.

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.