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 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.