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MATSUYAMA

Shikoku's cultural heart, historic Dogo Onsen (one of Japan's oldest baths), a hilltop castle, and easygoing literary charm. 66 curated spots.

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Must See

Icons & Landmarks

Castle ruins, architectural wonders, and centuries of local heritage.

Bansuiso Villa
Landmarks

Bansuiso Villa

French Renaissance-style villa built in 1922 for a former feudal lord. Stunning European architecture in a Japanese city. Guided tours of the ornate interior. Beautiful gardens.

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Botchan Karakuri Clock
Landmarks

Botchan Karakuri Clock

Mechanical clock tower that performs every hour from 8am to 10pm. Characters from Soseki's novel 'Botchan' emerge and act out scenes. Free entertainment at the Dogo tram terminus.

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Matsuyama Botchan Train
Experiences

Matsuyama Botchan Train

Replica of the steam locomotive from Natsume Soseki's novel 'Botchan', the tiny train chugs through Matsuyama's streets connecting the...

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Matsuyama Dogo Onsen
Experiences

Matsuyama Dogo Onsen

Japan's oldest onsen (3000 years of bathing history), the 1894 Shinrokaku bathhouse inspired Spirited Away's bathhouse. The renovation...

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Sacred Matsuyama

Temples & Shrines

Gold-leafed mausoleums, national treasure shrines, and mountain temples.

Ishite-ji Temple
Culture & History

Ishite-ji Temple

Temple 51 of the 88-temple Shikoku Pilgrimage. Impressive main gate (National Treasure). A mysterious rock tunnel leads to a cave with Buddhist carvings and a hidden garden beyond.

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Ishite-ji Temple Cave Path
Culture & History

Ishite-ji Temple Cave Path

Beyond the main temple, a mysterious stone tunnel leads deep into the mountainside. Buddhist statues and carvings line the dark passage. It emerges at a hidden garden on the other side.

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Explore

Districts & Streets

Zelkova-lined avenues, lively arcades, and a lively local nightlife scene.

Dogo Onsen Shopping Arcade (Haikara-dori)
Shopping

Dogo Onsen Shopping Arcade (Haikara-dori)

Covered arcade leading to Dogo Onsen Honkan. Traditional shops, craft stores, and food stalls. Many visitors stroll through in yukata after bathing. Mikan (mandarin) juice stands everywhere.

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Okaido Arcade
Shopping

Okaido Arcade

Main covered shopping arcade in central Matsuyama. Fashion, restaurants, and local shops. Branches into multiple smaller arcades. Busiest area outside of Dogo.

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Gintengai Arcade
Shopping

Gintengai Arcade

Shopping arcade running perpendicular to Okaido. More local shops and fewer tourists. Traditional confectioneries, second-hand bookshops, and neighborhood restaurants.

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Ichirokudo (Local Izakaya)
Nightlife

Ichirokudo (Local Izakaya)

Excellent local izakaya serving Ehime seafood. Fresh sashimi from the Seto Inland Sea, jako-ten, and local sake from Ehime's many breweries. Counter seating for solo travelers.

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Bar Sabor
Nightlife

Bar Sabor

Craft cocktail bar in the Niban-cho entertainment district. Creative drinks using Ehime citrus fruits. The yuzu and sudachi cocktails are outstanding. Intimate wood-paneled interior.

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Niban-cho Nightlife District
Nightlife

Niban-cho Nightlife District

Matsuyama's main entertainment district. Dense collection of izakayas, bars, karaoke, and clubs. More affordable than big-city nightlife. The energy picks up after the onsen crowd finishes bathing.

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Matsuyama Craft Beer Pub
Nightlife

Matsuyama Craft Beer Pub

Local craft beer bar with taps from Ehime and Shikoku microbreweries. The mikan (mandarin orange) ale is uniquely Matsuyama. Relaxed atmosphere with good food menu.

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Matsuyama Rope Walking Street
Shopping

Matsuyama Rope Walking Street

The street leading to the castle ropeway is lined with shops, cafes, and restaurants. Good for browsing before or after the castle visit. Local craft shops and mikan dessert stores.

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Local Eats

Local Food & Dining

Matsuyama is packed with standout local eats. Come hungry.

Mikan (Mandarin Orange)
Food & Drink

Mikan (Mandarin Orange)

Ehime produces more mandarins than anywhere in Japan. Fresh mikan juice from faucets at Matsuyama Airport and in the shopping arcades. Mikan jelly, mikan cake, and mikan everything.

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Jako-ten (Fried Fish Cake)
Food & Drink

Jako-ten (Fried Fish Cake)

Flat, round fishcake made from whole small fish (bones and all) and deep fried. Crunchy texture unique to Ehime. Served as a snack with ginger soy sauce or in udon.

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Tai Meshi (Sea Bream Rice)
Food & Drink

Tai Meshi (Sea Bream Rice)

Ehime's signature dish comes in two styles: Matsuyama-style (bream cooked with rice) and Uwajima-style (raw sashimi over rice with egg). Both are outstanding. Available at izakayas throughout the city.

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Imabari Yakitori
Food & Drink

Imabari Yakitori

Unique yakitori style using iron plates instead of charcoal grilling. Pressed flat and cooked with a special sweet soy glaze. Different from any other yakitori in Japan. Try it in Imabari on a Shimanami trip.

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Botchan Dango
Food & Drink

Botchan Dango

Three-color dango (red bean, egg, matcha) on a stick. Named after Soseki's novel where the main character buys them. The playful tri-color look is iconic. Available throughout Dogo.

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Tart (Ehime Roll Cake)
Food & Drink

Tart (Ehime Roll Cake)

Traditional roll cake filled with yuzu-flavored red bean paste. A Matsuyama confectionery tradition since 1647 when Lord Sadayuki brought the recipe from Portugal. Rich, dense, and historic.

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Matsuyama Sunday Market
Shopping

Matsuyama Sunday Market

Weekly morning market selling Ehime produce, fresh fish, mikan products, and handmade crafts. Locals shopping alongside visitors. Excellent for fresh seasonal fruit.

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Ehime Mikan Juice Stand
Food & Drink

Ehime Mikan Juice Stand

Faucets dispensing fresh mikan juice at Matsuyama Airport and in the shopping arcades. 100 yen per cup. The juice is sweet, tangy, and pure. A beloved Matsuyama experience.

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Tai Somen (Sea Bream Noodles)
Food & Drink

Tai Somen (Sea Bream Noodles)

Thin wheat noodles served with a whole roasted sea bream on top. A celebratory dish in Ehime. The broth uses dashi from the fish bones. Beautiful presentation.

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Ponjuice (100% Mikan Juice Bar)
Food & Drink

Ponjuice (100% Mikan Juice Bar)

Specialty juice bar serving 100% fresh-squeezed juice from different mikan varieties. Each variety has a distinct flavor profile. Taste test to find your favorite.

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Matsuyama Yakisoba (Fujiya Style)
Food & Drink

Matsuyama Yakisoba (Fujiya Style)

Local-style yakisoba with a distinctive sweet Worcestershire sauce and topped with a fried egg. Several old-school shops serve this working-class favorite. Cheap and filling.

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Nagasaki Peace Park
Memorial

Nagasaki Peace Park

Peace Statue, Fountain of Peace. Monuments from countries worldwide. Moving and contemplative.

Memorial
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Mountains & Bay

Nature & Scenic Views

Matsushima Bay, volcanic crater lakes, and fox-filled mountains.

Tarumi Waterfall
Nature & Outdoors

Tarumi Waterfall

Beautiful waterfall 20 minutes from the city center. Walking trails through forest. The pool at the base has clear mountain water. A refreshing escape from the city, especially in summer.

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Dogo Park
Nature & Outdoors

Dogo Park

Hilltop park adjacent to Dogo Onsen. Cherry blossom viewing spot in spring. Ruins of Yuzuki Castle visible on the hillside. Walking trails with city views. The samurai period history adds depth.

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Shiroyama Hill Walking Trails
Nature & Outdoors

Shiroyama Hill Walking Trails

Multiple walking trails wind through the forested hillside below the castle. Ancient trees, wild birds, and hidden stone markers. Less crowded paths for avoiding the ropeway crowds.

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Toga Forest Park
Nature & Outdoors

Toga Forest Park

Dense forest park with giant Japanese cedar trees. Walking trails, suspension bridges, and stream crossings. Perfect half-day nature escape from the city. 45 minutes from Matsuyama.

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Immerse Yourself

Experiences & Culture

Hot springs, whisky distilleries, festivals, and one-of-a-kind encounters.

Dogo Onsen Honkan
Experiences

Dogo Onsen Honkan

Japan's oldest hot spring bathhouse (3000+ year history). The stunning Meiji-era wooden building inspired the bathhouse in Spirited Away. Three bathing courses available. An absolute must-visit.

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Dogo Onsen Asuka no Yu
Experiences

Dogo Onsen Asuka no Yu

Modern annex to Dogo Onsen with lavish interiors and private rooms. Elaborate art installations throughout. Premium tea ceremony experience after bathing. Released to offset Honkan renovation crowds.

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Matsuyama Castle
Culture & History

Matsuyama Castle

Hilltop castle with one of Japan's 12 original surviving keeps. Reached by ropeway, chair lift, or hiking trail. Panoramic views over the city to the Seto Inland Sea. Beautiful in any season.

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Matsuyama Castle Ropeway
Experiences

Matsuyama Castle Ropeway

Ropeway and chair lift to the castle hilltop. The open-air chair lift is more fun. The ropeway station street below is lined with shops and cafes.

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Ninomaru Historical Garden
Nature & Outdoors

Ninomaru Historical Garden

Restored garden at the base of Matsuyama Castle where the feudal lord's residence once stood. Minimalist design with exposed foundations. Citrus groves and a small waterfall.

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Shikoku 88 Temple Pilgrimage
Experiences

Shikoku 88 Temple Pilgrimage

Ancient 1200km Buddhist walking pilgrimage circling the entire island. Matsuyama has 8 of the 88 temples. White-robed pilgrims (ohenro-san) are a common sight. You can walk a few temples as a sampler.

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Botchan Ressha (Botchan Train)
Experiences

Botchan Ressha (Botchan Train)

Replica steam locomotive running between Matsuyama Station, Dogo Onsen, and the city center. Named after Natsume Soseki's novel 'Botchan' set in Matsuyama. Charming retro experience.

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Matsuyama Tram
Experiences

Matsuyama Tram

Charming streetcar network covering the entire city. Flat 180 yen fare. The Diamond Cross where two tram lines intersect is unique in Japan. Great for getting between castle, Dogo, and downtown.

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Saka no Ue no Kumo Museum
Culture & History

Saka no Ue no Kumo Museum

Museum designed by Tadao Ando about the Meiji-era novel 'Clouds Above the Hill.' Explores the lives of three Matsuyama men who shaped modern Japan. The triangular concrete building is stunning architecture.

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Shiki-do (Shiki Museum)
Culture & History

Shiki-do (Shiki Museum)

House where poet Masaoka Shiki, founder of modern haiku, grew up. Small museum with manuscripts and personal effects. Matsuyama takes its literary heritage seriously.

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Natsume Soseki Botchan House
Culture & History

Natsume Soseki Botchan House

Replica of the boarding house where novelist Natsume Soseki lived while teaching in Matsuyama. The experience inspired his satirical novel 'Botchan.' Literary pilgrimage site.

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Nikitatsu-an Teahouse
Experiences

Nikitatsu-an Teahouse

Traditional teahouse in the Dogo area. Full tea ceremony experience with wagashi sweets. The garden overlooks the onsen district. Peaceful contrast to the bustling arcade below.

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Ehime Prefectural Museum of Art
Culture & History

Ehime Prefectural Museum of Art

Modern art museum near the castle. Collection includes Japanese and Western art. The building integrates with the castle moat landscape. Rotating contemporary exhibitions.

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Matsuyama Nikitatsuhama Beach
Beach & Water

Matsuyama Nikitatsuhama Beach

Sandy beach on the Seto Inland Sea coast. Calm, warm water. Beautiful sunset views over the islands. Less developed and more peaceful than tropical beaches. Summer swimming season.

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Dogo Onsen Honkan Special Tour
Experiences

Dogo Onsen Honkan Special Tour

Behind-the-scenes guided tour of the Dogo Onsen renovation. See traditional construction techniques being used. Available during restoration periods. Unique insight into preserving historic structures.

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Dogo Onsen Night Art
Experiences

Dogo Onsen Night Art

Projection mapping and art installations on the Dogo Onsen building and surrounding area. Changes seasonally. The combination of hot spring steam and light art creates a dreamlike atmosphere.

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Matsuyama Castle Autumn Festival
Experiences

Matsuyama Castle Autumn Festival

Annual festival with traditional music and samurai reenactments at the castle. Food stalls selling local specialties. The castle lit up against autumn foliage is spectacular.

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Matsuyama Chair Lift
Experiences

Matsuyama Chair Lift

Open-air chair lift to the castle hilltop. More fun than the enclosed ropeway. You dangle above the treetops with city views. Runs alongside the ropeway on the same hillside.

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Ehime Museum of History and Culture
Culture & History

Ehime Museum of History and Culture

Large museum covering Ehime's history from prehistoric to modern. Full-scale reconstructions of traditional buildings. Interactive exhibits about the 88-temple pilgrimage tradition.

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Sessoku Onsen
Experiences

Sessoku Onsen

One of the oldest bathhouses in the Dogo area. Much less crowded than Honkan. Simple, traditional facilities with the same mineral-rich water. Where locals go to avoid tourist crowds.

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Matsuyama Jo City View Terrace
Landmarks

Matsuyama Jo City View Terrace

Viewing terrace on the castle hilltop with panoramic city views. On clear days you can see across the Seto Inland Sea to the Shimanami Kaido bridges. Free with castle grounds entry.

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Ehime Sake Tasting
Food & Drink

Ehime Sake Tasting

Ehime has over 30 sake breweries. Multiple tasting rooms in the city center offer flights from different producers. Ishizuchi and Nasuzukuri are award-winning brands.

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Ohenro-san Pilgrimage Start
Experiences

Ohenro-san Pilgrimage Start

Walk a short section of the Shikoku 88-temple pilgrimage between temples in the Matsuyama area. You do not need to do the full circuit. Even a few temples gives the pilgrimage atmosphere.

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Dogo Beer Brewery
Food & Drink

Dogo Beer Brewery

Craft brewery in the Dogo onsen district. Brews using Dogo hot spring water. The Botchan Beer and Madonnna Beer are named after local literary characters. Tasting flights available.

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Matsuyama Castle Night Illumination
Experiences

Matsuyama Castle Night Illumination

The castle is illuminated year-round at night. The white walls glow against the dark sky. Combined with the chair lift ride at dusk, the transition from daylight to illumination is beautiful.

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Dougo Ceramic Art Museum
Culture & History

Dougo Ceramic Art Museum

Small museum of ceramic art in the Dogo area. Features Tobe-yaki pottery alongside contemporary ceramic works. The connection between local pottery traditions and modern art is well presented.

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Matsuyama Literary Walk
Experiences

Matsuyama Literary Walk

Self-guided walk connecting sites from Natsume Soseki's 'Botchan' and Masaoka Shiki's haiku. Marked with plaques and literary quotes. A unique way to explore while learning about Japanese literature.

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Ehime Jakoten Fish Cake Workshop
Experiences

Ehime Jakoten Fish Cake Workshop

Hands-on workshop making traditional jako-ten fish cakes from scratch. Press whole small fish (bones included) into patties and deep fry them. Take home your creation with dipping sauces.

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Beyond Matsuyama

Day Trips

UNESCO temples, cliffside shrines, and some of Japan's best onsen towns.

Shikoku Karst
Day Trips

Shikoku Karst

Highland karst plateau at 1400m elevation. Limestone formations dotting green meadows grazed by cattle. Feels like European Alps meets Japanese countryside. 2 hours from Matsuyama.

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Shimanami Kaido
Day Trips

Shimanami Kaido

70km cycling route across six islands via epic suspension bridges connecting Shikoku to Honshu. One of the world's great cycling routes. Bike rental and shuttle services available. Start from Imabari (1 hr from Matsuyama).

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Uchiko Town
Day Trips

Uchiko Town

Perfectly preserved Edo-era merchant town 50 minutes from Matsuyama. The Yokaichi district has beautiful white-walled buildings. Uchiko-za kabuki theater still hosts performances. Paper-wax candle making workshops.

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Tobe Pottery Village
Day Trips

Tobe Pottery Village

Town famous for Tobe-yaki pottery with distinctive blue-and-white designs. Visit working studios and kilns. Try painting your own pottery. The Tobe Pottery Traditional Industry Hall has excellent examples.

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Uwajima
Day Trips

Uwajima

Castle town at the southern tip of Ehime. One of Japan's 12 original castle keeps. Famous for bullfighting (togyu) and pearl cultivation. Fresh fish market is outstanding. 1.5 hours from Matsuyama.

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Imabari Castle
Day Trips

Imabari Castle

Coastal castle surrounded by seawater moats. One of the few moated castles using the sea. Views of the Seto Inland Sea islands. Combined with Shimanami Kaido cycling. 1 hour from Matsuyama.

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Kashima Island
Day Trips

Kashima Island

Tiny island 15 minutes by ferry from Hojo. Wild deer roam freely. Hiking trails to the 114m summit with sea views. Beaches for swimming. Uncrowded and natural. 30 min from Matsuyama.

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Imabari Towel Museum
Day Trips

Imabari Towel Museum

Imabari produces 60% of Japan's towels. This museum celebrates towel craftsmanship. Art made entirely from towels. The gift shop sells the softest towels imaginable. 1 hour from Matsuyama.

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Shimanami Kaido Sunrise Point
Day Trips

Shimanami Kaido Sunrise Point

Start the Shimanami Kaido crossing at dawn. Watch the sunrise over the Seto Inland Sea from Kurushima Kaikyo Bridge. The light reflecting off the water between islands is magical.

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Sadamisaki Peninsula
Day Trips

Sadamisaki Peninsula

Japan's narrowest peninsula stretching toward Kyushu. Wild coastal scenery, wind farms, and uncrowded beaches. On clear days you can see Oita prefecture across the strait. 2 hours from Matsuyama.

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Ozu Castle Town
Day Trips

Ozu Castle Town

Castle town on the Hijikawa River with a beautifully reconstructed wooden castle. The cormorant fishing tradition continues in summer. Stay in a renovated machiya townhouse. 1 hour from Matsuyama.

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