All About Matsuyama | Episode 6: Feast Your Eyes Upon the City’s Food

28.May.2021 | FEATURES / FOOD / SPOT

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.

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    [Official Kumamoto Tourism Association] Motto, motto, Kumamoto!

     

    Instagramでこのプロフィールを見る

     

    もっと、もーっと!くまもっと。【熊本県観光公式】(@kumamotto.official) • Instagram写真と動画

     

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    [Official Hokkaido Tourism Association] GoodDay Hokkaido

     

    Instagramでこのプロフィールを見る

     

    GoodDay北海道(@goodday_hokkaido) • Instagram写真と動画

     

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    [Ome / Okutama] Umetama

     

    Instagramでこのプロフィールを見る

     

    うめたま|OME&OKUTAMA TOKYO(@umetama.official) • Instagram写真と動画

     

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    More and more young people are finding the appeal of Ome and Okutama, and the area has become the perfect relaxation spot for those seeking refuge from their busy lives. In addition, the craft beer bar Ome Beer, located near Ome Station, sells local alcohol, including Okutama’s popular craft beer ‘Vertere.’ See the lesser-known side of Tokyo on this picturesque account. 

     

    Remember how wonderful it is to travel? Hopefully, Japan opens for tourism again soon, and you can visit all of these gorgeous locales.

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    20.January.2022 | Uncategorized

    Celebrating the 10th anniversary of her major label debut, Kyary Pamyu Pamyu is back in the news. The artist will perform at this year’s Coachella, one of the largest music festivals in the United States, and recently released her first full-length album in three years ‘Candy Racer’ in October 2021.  On January 16, Kyary embarked on the largest tour of her career, ‘Kyary Pamyu Pamyu 10th ANNIVERSARY JAPAN TOUR 2022 CANDY WAVE,’ which will see the singer performing 30 shows across Japan.

     

    In conjunction with the nationwide tour, the “LOCAL POWER JAPAN Project” was launched to energize Japan through the appeal of regional towns and cities.  The 30 stops on the new tour include many that Kyary has not visited before, and were chosen based on the singer’s desire to perform for fans who may not typically be able to attend one of her shows. 

     

    This initiative aims to bring attention and support to local industries and to inspire more tourism to rural areas.

     

    This project is a new attempt to enliven local communities by collaborating with companies that have roots in the rural locations where these concerts will be held. These company’s logos have been reimagined, paying homage to the artwork associated with Kyary’s previous song releases. T-shirts designed with each of these collaborative logos will be on sale for a limited time, and a portion of the proceeds will be donated to the local community for development and social contributions.

     

    For the encore of the first live show, Kyary wore a collaboration logo T-shirt inspired by Suzuhiro Kamaboko, a company in Kanagawa Prefecture. The artist also introduced the project and its aim to the excited audience. More collaborations will be announced through July 2021.

     

    Check out the ‘LOCAL POWER JAPAN Project’ website for more details!

     

    Comment from Kyary Pamyu Pamyu

    “This tour is to commemorate my tenth anniversary, and as I travel all over Japan to express my gratitude to those who have supported me over the past decade, I also want to do something for everyone else. I’m happy to support these local companies and I’d like to work with them to revitalize the entire country. We’ll be engaging in all sorts of collaborations around Japan, so look forward to it!”


     

    January 16, Kanagawa Performance: Suzuhiro Kamaboko

    Suzuhiro Kamaboko, a long-established fish paste store in Odawara that has been in business for 156 years, has agreed to take part in the project. Their normally navy blue brand logo has received a major makeover in colorful pink, green, and purple hues. 

    The T-shirts featuring the new collaboration logo on the front and the Kyary Pamyu Pamyu 10th anniversary logo and ‘LOCAL POWER JAPAN Project’ logo on the back are now available for purchase!

     

    *Otono Kuni (From 4th Album ‘Japamyu,’ 2018)
    Streaming Links: https://lnk.to/otonokuni

     

    January 29, Gunma Performance: Oginoya Kamameshi

    Oginoya, the largest Ekiben shop in Japan, was established 136 years ago in Yokokawa, Gunma Prefecture. 

    Their main dish, Touge no Kamameshi,’ has been sold for over 60 years and often makes appearances at events all over Japan. The company’s logo has been reborn through the lens of Kyary’s popular song Tsukematsukeru. A special kamameshi dish will also be prepared for the project, and will be sold in limited quantities at the Gunma concert venue on January 29, Kyary’s birthday!

     

    *Tsukematsukeru (1st Single, 2012)
    Streaming Links: https://lnk.to/tsukematsukeru

     

    May 20, Fukushima Performance: Kourakuen

    Kyary will appear in commercials for Kourakuen as part of the project. The company started as a small diner in Aizuwakamatsu and is now is a national chain of ramen restaurants serving over 54 million people a year! The new logo and collaboration details will be revealed at a later date, so keep an eye out!

  • Kyary Pamyu Pamyu Explores Tomakomai, Hokkaido in New Tour Video

    22.December.2021 | MUSIC / SPOT

    Kyary Pamyu Pamyu is introducing potential travelers to the charms of Tomakomai, Hokkaido in a new two-part tourism video on her YouTube channel. 

     

    In the new videos, fans can see Kyary in a new light very unlike her onstage persona. Along with her tour guides, she travels for two days around this gorgeous city on Japan’s northernmost island.
    The first video begins with her visit to a Red Eagles Hokkaido hockey game, quickly followed by tons of outdoor activities like canoeing and horseback riding. The singer enjoys plenty of local dishes and captures some spectacular views of Lake Utonai. 


    Who is the one who invited Kyary to Tomakomai anyway? Fans will have to watch to find out. Whether living in Japan or dreaming about visiting someday, these videos are sure to inspire a future trip.

     

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