UWS AQUARIUM GA☆KYO, an aquarium inspired by Japanese traditions and legends, opened at Aqua City Odaiba on July 13, 2022. The curious aquarium and art facility is split into five spaces, each based on a particular Japanese legend or tradition. 

Area 1 – WABISABI

Area 2 – OIRAN

Area 3 – MANGEKYO

Area 4 – YURAKU

Area 5 – RYUGU

Virtual Goldfish Scooping

This mixture of aquarium and entertainment venue was produced by GA☆KYO. Each of the five spaces invites guests to understand and appreciate a particular part of Japanese traditional culture, as well as to experience the beauty of living things. Come enjoy this unique installation the next time you’re in Tokyo!

On July 13, UWS AQUARIUM GA☆KYO, an aquarium inspired by Japanese traditions and legends, will open at Aqua City Odaiba. Separated into five unique sections, this curious aquarium is located in a shopping complex popular with locals and tourists alike. 

UWS AQUARIUM GA☆KYO will depict five aspects of traditional Japanese life and history: Wabi-sabi, Oiran, Mangekyo (Kaleidoscope), Yuraku, and Ryuugu. These will be explained below if you aren’t familiar.

Area

WABISABI
Wabi-sabi is a Japanese aesthetic in Japanese art centered on the acceptance of transience and imperfection. In the aquarium, this is shown by using delicate driftwood, bonsai, and crystal. Characteristics of wabi-sabi include asymmetry, simplicity, and roughness.

OIRAN
An Oiran was a high-ranking courtesan in Japanese history. In this work, goldfish are surrounded by beautiful and enchanting features inspired by these gorgeous women.

MANGEKYO

Mangekyo is the Japanese word for kaleidoscope. This collaborative work invites viewers into a unique space filled with paintings by Tsuyoshi Nigamushi along with disco balls. You’ll want to snap some trippy pictures!

YURAKU
This special exhibition invites guests to experience virtual goldfish scooping and fortune-telling. Made using modern technology in a space inspired by Japan’s four seasons, yuraku means pleasure in Japanese.

RYUGU

Ryuugu refers to the Palace of the Dragon King found in the ancient tale of Urashima Taro. 

This spatial work will utilize the sea around Odaiba and transport visitors to another place and time.

Come enjoy these five unique spaces with your five senses and become more acquainted with traditional Japanese beauty.

ULTRA JAPAN 2022 will be held at TOKYO ODAIBA ULTRA PARK II in Tokyo on September 17 and 18, 2022!

ULTRA JAPAN is the Japanese version of ULTRA MUSIC FESTIVAL (UMF), one of the world’s largest urban dance music festivals held yearly in Miami since 1999. This year marks the 7th event in Japan, and the festival has been held in over 21 countries around the world. In 2016 and 2017, it was named the #1 festival in the world in a fan poll by DJ MAG. 

ULTRA JAPAN has become a staple of the dance music community in Japan, attracting over 530,000 people since it was first held in 2014. The festival has been number one in terms of attendance among all dance music festivals held in Japan, bringing together some of the world’s best DJs and delighting fans with intense special effects. The festival is only 15 minutes from Shibuya!

Stay tuned for more information about the artist lineup for ULTRA JAPAN!

teamLab Borderless, a digital art museum currently housed in Odaiba’s Mori Building, will be moving to a more central location in Tokyo in 2023. In preparation for the move, the Odaiba location will close on August 31, and tickets for July and August are available now. Each ticket must be purchased ahead of visiting, and each specifies a date and time for entry. Tickets are available while supplies last. 

 teamLab ‘Forest of Resonating Lamps – One Stroke’ ©teamLab

teamLab Borderless opened in Odaiba in June 2018 and features a group of artworks that form one borderless world. Artworks move out of rooms and communicate with other works, influencing other pieces and sometimes intermingling with each other with no boundaries. They also shift depending on the season. In its first year, the museum attracted 2.3 million visitors, surpassing the Van Gogh Museum in the Netherlands to become the most popular single artist’s museum in the world. People from over 160 countries and regions visited, and in 2019, teamLab Borderless broke a world record for the most visitors to a museum showcasing art from a single artist. Borderless received numerous national and international awards, including being named one of the World’s Greatest Places 2019 by Time Magazine and receiving a Thea Award for Outstanding Achievement at the 25th Annual Thea Awards.

Highlight Video: https://youtu.be/VowWhpZzH24

The 10,000 square meter complex will be open until August 31, offering visitors a singular experience through a borderless world of art. Expectations are high for the museum’s new location, scheduled to open in central Tokyo in 2023. 

teamLab Planets TOKYO DMM will be open in Toyosu until the end of 2023. 

Spring scenery will welcome guests to the teamLab Borderless exhibit at the Mori Building Digital Art Museum starting March 2, 2022. teamLab Borderless is a group of artworks that form one borderless world. Artworks move out of rooms, communicate with other works, influence, and sometimes intermingle with each other with no boundaries. They also shift depending on the season.

teamLab Borderless in Odaiba is scheduled to close on August 31, 2022, so this will be the only chance to catch this incredible display!

Forest of Resonating Lamps – One Stroke, Cherry Blossoms, teamLab, 2019

Forest of Resonating Lamps – One Stroke, Spring Mountain Fields, teamLab, 2019

Proliferating Immense Life – A Whole Year per Year, teamLab, 2020

Memory of Topography, teamLab, 2018

Flowers in Layered Ultrasubjective Space, teamLab, 2018

Flowers Bloom in an Infinite Universe inside a Teacup, teamLab, 2016

Tea Tree, teamLab, 2018

Drawing Factory

Each installation will filter through new colors and illustrations. A Whole Year per Year will include new spring flowers, multiplying to over 100,000 blooms before dispersing around guests. ‘Memory of Topography’ depicts a massive landscape based on Japan’s four seasons, and in March and April, cherry blossoms and lavender will appear beside terraced rice paddies, wisteria trellises, and gently flowing rivers. 

At the Drawing Factory, guests can also make their own original goods to be taken home as keepsakes. Get your creation printed on T-shirts, pins, or hand towels!

The Tokyo-based bathhouse Oedo Onsen Monogatari is set to collaborate with the anime series Love Live! Nijigasaki High School Idol Club with a special event titled ‘Tokimeki Onsen Monogatari’ from July 30 to September 5. This will mark the site’s final collaboration with an anime series as the bathhouse is closing on September 5.

For the collaboration, panels and decorations featuring original artwork of the Nijigaku members is featured around the bathhouse. There’s also a special photospot featuring a backdrop of a scene taken the anime’s second episode.

A lottery draw will take place where you can pay ¥550 for a chance to win a cushion, illustrated print, or bromide. There are also 10 collab drinks as well as three pasta dishes to pick from. Fans can also get their hands on exclusive merch such as keyrings, tees, tapestries, and more.

Imabari is a city in Ehime Prefecture that faces the Seto Inland Sea. Since olden times, it has flourished as an important location for marine traffic. It’s home to a bounty of recognised national treasures and historical heritage sights, and is also famous for its production of citrus fruits such as mikan. Japanese pop star, model, and icon Kyary Pamyu Pamyu took a trip to this ancient city to discover its wonder and beauty.

A Visit to the Historical Sea Route

Oyamazumi Shrine

A ‘power spot’ revered by prominent people

Oyamazumi Shrine has been revered by prominent figures throughout history as a place dedicated to the god of the mountain, god of the ocean, and the god of war. It’s home to numerous Important Cultural Properties which are available for viewing by the public such as the armour worn by the military commander Minamoto no Yoshitsune when the Minamoto clan won the Genpei War (1180-1185), armour worn by women, and more. The shrine is also a notable power spot for the ancient tree that has stood there for 2,600 years and is now recognised as a natural monument of Japan. Power spots are places in Japan where the spiritually-inclined draw energy from.

Information

Oyamazumi Shrine

Address: 3327 Omishimacho Miyaura, Imabari, Ehime 794-1393, Japan

TEL: 0897-82-0032

Opening Hours: Sunrise to 17:00

National Treasure Building: 8:30-17:00 (Last Entries 16:30)

Official Website: https://oomishimagu.jp/

Kurushima Kaikyo Service Area

Lip-smacking food aplenty

If you’re one for great views, then the Kurushima Kaikyo service area is a must-visit, offering a panoramic look at the Kurushima Strait of the Seto Inland Sea. The service area is very well know particularly for the Jaguchi Mikan Juice, something of a city legend in Ehime where you can enjoy fresh mikan juice straight from a tap. You can also tuck a rice bowl dish made with tachiuo hairtail caught in the Seto Inland Sea that’s made to look like Kurushima Kaikyō Bridge, or try Imabari’s soul food dish: the Imabari Yakibuta Tamago Meshi, a pork, egg, and rice bowl. Don’t pass up the chance to snap a photo at the designated photo spot with the Seto Inland Sea in the back either like Kyary above.

Information

Kurushima Kaikyo Service Area

Address: 3-9-68 Ohamacho, Imabari, Ehime, 794-0002, Japan

Food Court: [Weekdays] 8:00-21:00 / [Weekends & Holidays] 7:00-22:00

Shops: [Weekdays] 8:00-21:00 / [Weekends & Holidays] 7:00-22:00

Outside Shopping Area & Cafes: [Weekdays] 9:00-17:00 / [Weekends & Holidays] 9:00-18:00

Official Website: https://www.jb-highway.co.jp/sapa/kurushima.php

Murakami Suigun Museum

Dedicated to the Imabari heroes who protected the ocean

Murakami Suigun Museum is dedicated to kaizoku—pirates, or lords of the sea—something which conjures to mind villainy or bad guys, but the Murakami pirates were also considered heroes who helped maintain order and protect the sea during the Sengoku warring period of Japan. The museum features many displays of Murakami family treasures including the battle surcoat which the pirate leader wore over his armour, proudly bearing the Murakami family crest. Visitors can wear replicas of this coat, which Kyary tired herself: “Now I’m sorta like a military commander too,” she said.

Information 

Murakami Suigun Museum

Address: 1285 Miyakubocho Miyakubo, Imabari, Ehime 794-2203, Japan
TEL: 0897-74-1065

Opening Hours: 9:00-17:00

Closed: Mondays (or Tuesday if the Monday falls on a public holiday) / New Year Holidays (Dec 29-Jan 3)

Official Website: https://www.city.imabari.ehime.jp/museum/suigun/

Roadside Station Yoshiumi Iki-iki-kan

A bundle of fun and entertainment in one place

Roll on up to Roadside Station Yoshiumi Iki-iki-kan to enjoy a shichirin BBQ feast with fresh seafood caught in the Seto Inland Sea while gazing out across Kurushima Kaikyo. This building complex serves as a resting spot and is also the perfect place to purchase local souvenirs including Ehime specialty products. It’s also famous for its offering the chance to board a boat to ride around Kurushima Kaikyo, renting out bicycles, and more. You’ll also be able to meet Koro-chan, a popular fish who has lived there for 30 years.

Information

Roadside Station Yoshiumi Iki-iki-kan

Address: 4520-2 Yoshiumichomyo, Imabari, Ehime 794-2114, Japan

TEL: 0897-84-3710

Opening Hours: 9:00-17:00

Restaurant: 10:00-16:00 (Last Orders 15:00)

Closed: New Year’s Day (and certain days in winter)

Official Website: http://www.imabari-shimanami.jp/ikiiki/

Dolphin Farm Shimanami

Meet the cute and friendly dolphins

Dolphin Farm Shimanami, which is connected to Hakata Beach, is the best and biggest place in Japan to interact with dolphins. Visitors can get close to them and the dolphins will show off their tricks and skills. There’s even a car camping area you can stay at.

Information

Dolphin Farm Shimanami

Address: 1673 Hakatacho Kanoura, Imabari, Ehime 794-2302, Japan

TEL: 0897-72-8787

Opening Hours: 9:00-17:00

Closed: On days with bad weath

Official Website: https://www.df-shimanami.com/

Hakata Beach

A white sandy beach rolling out 200-meters 

Hakata Beach is located at the base of Oshima Bridge in Hakata. The beach is famous for its salt which is best tried on their popular sweet-tasting sea salt ice cream.

Information

Hakata Beach

Address: 1668-1 Hakatacho Kanoura, Imabari, Ehime 794-2302, Japan

Sea Bathing: Early July – Late August

Official Website: https://www.city.imabari.ehime.jp/kanko/spot/?a=198

Imabari Towels

High quality towels woven with tradition and technique

Imabari is the biggest producer of towels in Japan. Even their white towels alone have countless types you can choose from, allowing you to pick which level of softness and comfort you want. The iconic brand logo is also impactful, capturing the quality, production, and enthusiasm that the makes have for the product. Kyary herself uses them all the time!

Information 

Imabari Towel

Official Website: https://www.imabaritowel.jp/

Sunrise Itoyama

Need a bike?

Sunrise Itoyama, located in the Imabari Central Cycling Terminal, is a rental bicycle service that has bikes and helmets for everyone’s needs. Rent out a bike and ride the Shimanami Sea Route which connects Ehime and Hiroshima with a series of bridges that hop across the islands of the Seto Inland Sea.

Information 

Sunrise Itoyama

Address: 2-8-1 Sunabacho, Imabari, Ehime 794-0001, Japan

TEL: 0898-41-3196

Rent-a-Cycle Details: https://www.sunrise-itoyama.jp/archives/rentacycle/

Official Website: https://www.sunrise-itoyama.jp/

Marutomi

The famous restaurant known to every local

If you want the real experience of Imabari’s yakitori soul food, you should visit Marutomi, a yakitori eatery. Imabari yakitori is different from the usual Japanese yakitori as it doesn’t come skewered. Instead, the chicken is cut into small pieces and fried that way. One of the most popular ways to have it is with the skin on so the outside is crunchy and the inside succulent. It goes perfect with a cup of sake too.

Information 

Marutomi

2-3-6 Katayama, Imabari, Ehime 794-0063, Japan

TEL: 0898-23-2740

Opening Hours: 17:30-22:00

Closed: Wednesdays

Official Website: https://maru-marutomi.jp/

Imabari Castle

A castle by the sea

Imabari Castle, built by the daimyo Tōdō Takatora, is known famously as one of Japan’s three “Castles on the Sea” and was also listed in Japan’s Top 100 Castles. When it was first constructed, boats could enter the moat from the ocean. It’s a site that breathes the prosperity that Imabari has enjoyed as a significant location for maritime traffic, the same Imabari that the Murakami pirates sought to protect. Head on up to the top of the castle to stand on the observation deck and gaze at an unbroken view of the city.

Information

Imabari Castle

Address: 3-1-3 Toricho, Imabari, Ehime, 794-0036, Japan

TEL: 0898-31-9233

Opening Hours: 9:00-17:00

Closed: December 29 – December 31

Official Website: https://www.city.imabari.ehime.jp/museum/imabarijo/

Kirosan Observatory Park

A breathtaking spectacle to remember

Kirosan Observatory Park is officially recognised by Setonaikai National Park. Standing atop the observation deck fills the eyes with wonder as they gaze upon a panoramic stretch of Imabari, the Seto Inland Sea, and Kurushima Kaikyo all at once. Kyary wrapped up her time in Imabari here as the sunset coloured the sky and sea in warm evening hues.

Information 

Kirosan Observatory Park

Address: 487-4 Yoshiumicho Minamiura, Imabari, Ehime 794-2115, Japan

No Fixed Holidays

Open 24-hours a day

Official Website: https://www.city.imabari.ehime.jp/kanko/spot/?a=182

Imabari Tourism Information: https://www.city.imabari.ehime.jp/kanko/

We hope you enjoyed joining Kyary on her adventures across Imabari, and perhaps she even got you a little curious in wanting to visit the city yourself. It’s a treasure trove filled with vistas by the sea, in nature, and in the city itself with its Important Cultural Properties. Food is also a big part of travel for many people, so you can rest assured that your belly will be satisfied in Imabari as you try their speciality mikan, fresh seafood fished in the Seto Inland Sea, and more.

June 21 will mark three years since MORI Building DIGITAL ART MUSEUM: EPSON teamLab Borderless first opened. Located in Odaiba, Tokyo, the digital art museum is commemorating its anniversary with two new installations: Sketch Aquarium: Connected World and Sharing Rock Mass, Transcending Space. Experience digital art, which blurs the lines between reality and fantasy, change in real time as people come into contact with it.

MORI Building DIGITAL ART MUSEUM: EPSON teamLab

Sketch Aquarium: Connected World

teamLab describes this exhibit:

The fish drawn by everyone swim around in this aquarium.

Color in a fish on the paper provided. See the picture you have drawn come to life in the massive aquarium in front of you, swimming together with the fish drawn by other people. If you touch the swimming fish, they will swim away. If you touch the food bags, you can also feed the fish.

The tuna you draw will transcend the boundaries of the artwork and swim out into the Sketch Aquariums and Sketch Oceans of exhibitions around the world. And the tuna drawn in other parts of the world may appear and swim in the Sketch Aquarium right in front of you.

Sharing Rock Mass, Transcending Space

teamLab describes this exhibit:

A rock mass floats in the world of the teamLab Borderless museum in Shanghai. The rock mass floats through the hallway of teamLab Borderless Shanghai and sinks into the wall. The rock mass transcends the physical space of the museum itself, the part that sinks into the wall appears in the world of the teamLab Borderless museum in Tokyo.

When people touch the part of the rock mass emerging in Tokyo, it shines with blue light. This light flows to the rock mass sunken into the wall in Shanghai. When people touch the part of the rock mass sunken into the wall in Shanghai, it shines with a red light which flows to the rock mass here in Tokyo. When red light flows into the rock mass, it indicates that someone in Shanghai is touching the rock mass.

teamLab is represented by Pace Gallery, Martin Browne Contemporary and Ikkan Art International.

The reception staff are ready and waiting to greet customers with a smile

The all new Matsuyama Tourist Information Centre finally opened in the heart of Matsuyama—the capital city of Ehime Prefecture in Japan—in Okaido on May 27. You’ll find it on the first floor of Matsuyama Mitsukoshi which isn’t even a one-minute walk from Okaido Station. It features an interior fusion combining history and culture with a design inspired by Matsuyama Castle while also throwing in a contemporary feel.

Six giant screens serve as the perfect place for tourism-related PR of Matsuyama

The first sight many visitors will lay their eyes on upon entering the information centres are the six screens spanning 1.5 meters high and 4.5 meters across the wall. Here, a variety of promotional material centred on the highlights of Matsuyama will be displayed.

The information centre offers many useful services, including for foreign customers who don’t speak Japanese. There is a translation and interpreting service, money exchange, rental electrical outlets for smart devices, and more. The staff themselves are multilingual, but the interpreting service includes access to a call centre which you can access using the free WiFi or using an iPad. The availability of foreign currency exchange is also extremely beneficial as Matsuyama is a city abundant with long-standing shops that have been around for decades and longer. Another convenience with the centre is easy access to public transport. If you’re looking to travel around the prefecture, we recommend paying a visit to the centre first as it’s sure to provide valuable information. You can even rent mobile batteries for your smartphone to lessen the stress when sightseeing.

The pictogram shows the many handy services available

Visitors will also find a comprehensive duty-free counter inside the information centre which covers all stores in Okaido, Gintengai, Matsuchika Town, Dogo Shoten, and Ropeway Shotengai. You must spend over ¥5,000 (before tax) on products to be duty-free eligible. Since it’s a comprehensive service, if you have multiple receipts you can be exempt from tax as long as all your receipts exceed ¥5,000. Participating stores have special stickers plastered up inside so tourists can quickly and easily identify them.

Stores participating in the duty-free service have stickers and signs to show it

For example, if you spend ¥500 at participating stores in Dogo Shotengai, ¥1,000 in Okaido Shopping Street, and ¥3,500 in Gintengai Shotengai, and take all three of those receipts adding up to ¥5,000 to the information centre, you can get your items duty free. But keep in mind that the receipts have a validity period on them, so be sure to check opening hours.

The Matsuyama Tourist Information Centre serves as the perfect site for bringing in all kinds of tourists, including foreign travellers, to Matsuyama post-COVID. The information also goes by the cute nickname “Dan Dan info.” Dan dan is an old Ehime phrase meaning “thank you” and ties in with the smiling and hospitable welcome staff wish to greet guests with. It’s exciting to look into the future and see how Matsuyama’s tourism and economic growth will develop in its shopping districts, stores, and elsewhere. Make one of your first stops the Matsuyama Tourist Information Centre when visiting the city.

The all new Matsuyama Tourist Information Centre opened in the heart of Matsuyama—the capital city of Ehime Prefecture in Japan—in Okaido on May 27. In celebration of its opening, this new featured series by MOSHI MOSHI NIPPON will explore the wonders of Matsuyama, a city abundant with places to shop, leisurely hot spots, must-visit restaurants, and opportunities to dive deep into its history and culture. You’re sure to discover something new and exciting about Matsuyama in this series.

From tasty treats to home and lifestyle goods, Matsuyama has no shortage of souvenirs

Popular sightseeing spots and delicious food you can’t get anywhere else—these are all part of the fun experience to be had when travelling. To wrap up your time there and memorialise all that’s happened, nothing’s better than picking up a little souvenir. In Episode 8 of All About Matsuyama, we take a look at the many wonderful items you can take home with you as souvenirs from food to traditional handicrafts, special dyed fashion and accessories, and more. MOSHI MOSHI NIPPON has picked out a range of delightful treats like Matsuyama’s famous tartes, jakoten, three-colour botchan dango as well as Tobe ware porcelain which is an Ehime tradition, and iyo-kasuri fabric which is one of Japan’s three main kasuri fabrics.

First on the list is the ‘tarte,’ a speciality product of Shikoku which is more of a sponge cake. They’re made of a soft and fluffy sesame seed-coloured sponge and coarse red bean paste. A famous treat of Matsuyama, you can find these tarts just about anywhere in Okaido Shopping Street, near Dogo Onsen, and elsewhere.

Jakoten is considered a soul food of Ehime Prefecture. It’s made from fish that are blended into a paste and fried. You can find jakoten everywhere in Matsuyama, but every restaurant serves theirs with different textures and flavours. Many places fry them fresh, so be sure to try a bunch to compare the flavours and then you can decide which to buy as a souvenir. There are even places so popular that they have lines outside them before they even open.

The botchan dango is something many of our readers have probably seen or heard about. These three-coloured skewered dango are served bite-sized, cute enough to snap a photo of. The ones sold at Dogo Onsen are something of a speciality. They have their name from Natsume Soseki’s novel Botchan. You’ll find them all around Dogo Shotengai.

Tobe ware is a traditional type of porcelain from Tobe in Ehime, known for its smooth touch and durability. This traditional porcelain has been handed down from old times until today, and in recent years, ceramists have been hammering out their own unique shapes, so have become popular as stylish, everyday use lifestyle items.

You can’t talk about Ehime’s traditional craftwork without mentioning iyo-kasuri fabric. Matsuyama used to have huge production output of this fabric type, which stands as one of three of Japan’s most famous kasuri fabrics alongside kurume-gasuri from Fukuoka and bingo-kasuri from Hiroshima. Production has dwindled in modern times, but if you go to Art Labo KASURI Rekishikan, you can learn all about iyo-kasuri. There are lots of gorgeous iyo-kasuri products to buy like cute pouches, bags, and more.

And that’s our list of must-grab souvenirs. There are of course endless other things you can get your hands on, so if you’re lost on what to pick up, try asking at the Matsuyama Tourist Information Centre.

Stay tuned for the next and final episode of All About Matsuyama.

The all new Matsuyama Tourist Information Centre is set to open in the heart of Matsuyama—the capital city of Ehime Prefecture in Japan—in Okaido on May 27. In celebration of its opening, this new featured series by MOSHI MOSHI NIPPON will explore the wonders of Matsuyama, a city abundant with places to shop, leisurely hot spots, must-visit restaurants, and opportunities to dive deep into its history and culture. You’re sure to discover something new and exciting about Matsuyama in this series.

The Mitsu Ferry, managed by Matsuyama City, has been running for over 500 years

We’ve covered much about the land in this series, so in Episode 7 of All About Matsuyama, we’re heading to the sea. Mitsuhama Port sits in the western part of Matsuyama, Ehime. Mitsuhama is a port town that flourished during and following the Edo Period as the ‘front door to the ocean.’ Visiting the town is a trip down memory lane as there are still pseudo Western-style buildings from the Meiji and Taisho periods that suffered damage from the war, as well as traditional Japanese houses, and more. The Mitsuhama Shotengai shopping district was once a bustling place for the fishing and trade industries. Today, buildings have been renovated and taken on new managers who have turned places into stylish cafes, galleries, and other businesses, creating a quaint mix of new and old.

Matsuhama Port is a 15-minute car ride from Matsuyama Station, which itself is connected to other must-visit spots we’ve covered in this series such as Matsuchika Town and Gintengai. If you’re looking for a place to walk around, the port area is somewhere you can really stretch your legs. It’s right outside Mitsu Station from where you can see Mitsuhama Shotengai lined with concrete shops. The street has an old-timey Japanese nostalgic feeling to it. The number of young people frequenting the local shops and houses that have been renovated into various stores is on the rise which is changing its image from a former port town to a hip place to go for shopping. In the summer there are firework festivals and events held by the shopping district, so it’s quickly becoming one of Matsuyama’s new tourist spots.

A luxurious sea bream meshi-zen set meal

If you’re strolling through Mitsuhama Shotengai, one place we absolutely want to recommend people visit is Taimeshi, a restaurant that set up shop inside a Japanese house that’s registered as a Tangible Cultural Property. They have only one order on the menu as pictured above: the Taimeshi-Zen, a sea bream set meal, which is made even more enjoyable by the restaurant’s elegant decor.

Mitsuyamayaki is a fast food delicacy of Mitsuhama

Everyone needs to try the local fried food as well. The most popular is their okonomiyaki, a common food in Japan. However, the type served in Mitsuhama, known as Mitsuhamayaki, is a little different from the Osaka or Hiroshima styles. They load the batter with noodles and garnish with chikuwa fish-paste, an ingredient long-loved in Mitsuhama, and the secret ingredient—fish flakes. Beef is used as the meat filling. The result is the kind of flavours you’d imagine tucking into in a port down. Each restaurant that serves Mitsuhamayaki serves theirs with their own original sauces too, so no two places will be exactly the same. Try several to compare the tastes.

Something else that can’t be passed up when visiting Mitsuhama is the Mitsu Ferry, a boat with a 500-year history that rides up and down the river and is free of charge. Not only has it been used since the Muromachi Period for transporting goods, it also enjoys 40,000 passengers every year having been recognised as a tourist spot in recent years.

Baishinji Station, which is right next to Minatoyama Station and is how you get to the Mitsu Ferry, is known for being the location of the final episode of the 1991 Japanese drama series Tokyo Love Story. There, visitors can also gaze at the gorgeous view of the Seto Inland Sea, pay a visit to Baishinji Garden to enjoy the plum and cherry blossoms, and more.

Matsuyama is vast and full of many places to enjoy. Mitsuhama is one of these locations and is easily accessed by train from the city centre. It’s a tranquil place where you can feel both the preserved old atmosphere and the modern changes. It’s sure to continue growing as one of the city’s must-visit sightseeing spots.

The all new Matsuyama Tourist Information Centre is set to open in the heart of Matsuyama—the capital city of Ehime Prefecture in Japan—in Okaido on May 27. In celebration of its opening, this new featured series by MOSHI MOSHI NIPPON will explore the wonders of Matsuyama, a city abundant with places to shop, leisurely hot spots, must-visit restaurants, and opportunities to dive deep into its history and culture. You’re sure to discover something new and exciting about Matsuyama in this series.

One of the biggest attractions to anyone travelling abroad, or even domestically, is the food. In Episode 6 of All About Matsuyama, we give you a mouth-watering tour of Matsuyama’s food scene. Every area of the city is bursting with flavours to be savoured, so here’s our list of places we can’t recommend enough, all located around Okaido Shopping Street, Matsuyama Gintengai, and Matsuchika Town.

Higiriyaki

Higiriyaki is a sweet local treat from Matsuyama with chewy skin and filled with hot adzuki bean paste

The first delectable treat MOSHI MOSHI NIPPON recommends begins at a shop in Okaido Shopping Street. The ‘higariyaki’ is a local food that was first created during the Taisho period in Japan and is also the name of the shop that sells them. It’s said that the first higariyaki was made at Zenshoji Temple which is located in front of Matsuyama Station. The temple is nicknamed “Ohigiri-san,” and the dessert’s name derives from the Higiri Jizo god that is worshiped there. Its dough is made with high quality wheat flour and eggs and is stuffed with an azuki bean paste recipe that has been preserved and passed down since it was first created. You get to see the higiriyaki being made fresh before you when ordering one.

Noma Kajuen noma-noma

Every cup of their refreshing juice is freshly squeezed

Noma Kajuen noma-noma is a juice and gift shop managed by Noma Kajuen, a fruit grower in Ehime which ships tasty mikan oranges around Japan. noma-noma not only serves fresh juice but ice creams, parfaits, drinkable jelly, and other takeout items too – all made with mikan. They have plenty of fruity gifts too, so don’t pass up the opportunity to try some sweet Ehime mikan.

Roken Manto

The only place left making steamed bread with koubokin yeast fungus

Next on the menu is Roken Manto which is famous in Matsuyama for its steamed bread. This bread is made with koubokin yeast fungus and has been since 1931. No preservatives or other additives are used so they don’t have a shelf life – you can only buy and eat them from here. The bread was adapted in Kurashiki from the Chinese steamed bun to cater to Japanese palettes. Fillings include pinto beans, raisins, cheese, cocoa, and more. None are overly sweet so make for a nice easy bite. They are particularly popular with male customers who you often see in droves buying them in the evenings and late into the night.

Nabeyaki Udon Asahi

A bowl of their sweet udon will leave you feeling happy

We’re moving locations now – towards Matsuyama Gintengai. Nabeyaki Udon Asahi is a famous udon bar in Matsuyama known for its sweet tasting nabeyuki udon, something of a soul food to the locals. The restaurant opened in 1947 and has been frequented by locals since. Their udon is simple but delicious, made with a sweet broth, chewy noodles, kamaboko fish paste, chikjuwa fish paste, and boiled egg. The restaurant itself has a retro vibe to it which serves as the perfect setting for your bowl of udon. It will definitely have you wanting a second visit. One thing to note is that the restaurant closes once all noodles have been served, so we recommend visiting in the early afternoon.

Usuzumi Yokan

The quality of the adzuki beans elevate this dessert to sublime new heights

The usuzumi yokan is a famous sweet of Matsuyama which was first made over 1,000 years ago when Empress Jito visited Dogo. Its surface has a sheen to it, and inside are white beans made to look like cherry blossom petals, giving it an extravagant appearance. It’s a sweet famous across Japan having won awards at national confection competitions. You can order them to have-in at this cafe if you like – and their gorgeous Tobe ware plates are available to buy too. Both would be great as souvenirs bought together.

Tonkatsu Katsuyoshi

The crunchy, mouth-watering tonkatsu is nice and light and not fatty at all

Last up on our list takes out to Tonkatsu Katsuyoshi in Matsuchika Town. They serve up some seriously succulent and juicy meat covered in a crunchy layer and served with an in-house sauce. Their menu is long, and all set meals come with a bowl of grated Japanese yam soup. Matsuchika Town is full of popular eateries with lots of takeout items to enjoy, so we recommend visiting there before moving away from the station area.

Matsuyama is loaded with restaurants so you’ll never go hungry. The places on this list, and many others, are waiting for your arrival.