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).

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.