u/ehime_japan

I'm sharing a rare, exclusive look at one of Japan's most intense festivals. This shot was taken on October 7th, capturing the 'Miyadashi' (departure of the deities) at the Matsuyama Autumn Festival in Ehime Prefecture. This Shinto ritual has been held for over 500 years.
We are looking down from the top of the 135 stone steps of Isaniwa Shrine. A massive, straight avenue is filled with teams of mikoshi bearers, forming a single line towards the town under the beautiful dawn sky. This specific arrangement of all the mikoshi lining the road is a sight that happens only for this one single day of the year.
The atmosphere is filled with anticipation because, immediately after this procession reaches the bottom, the famous and violent 'Mikoshi-Biattai' (clashing of the mikoshi) begins. Capturing this precise moment and viewpoint from the shrine's steps required special permission, so I'm very happy to be able to share it with all of you. It's a truly unforgettable sight.

You have no idea how long I’ve been waiting for this! Mikasa in Iyo is super popular and almost impossible to get into.
Two days ago, I walked up right as they sold out, and I nearly cried.
BUT TODAY! My timing was absolute perfection. I managed to be the literal last group of the day right before they closed up shop!
Look at these noodles—totally worth the wait and the near-heartbreak. If you're ever in Ehime, you HAVE to visit. Just make sure to get there early!

Hey everyone! If you’re traveling in Japan or visiting Shikoku in early October, you definitely shouldn’t miss the Matsuyama Autumn Festival (Oct 5th – Oct 7th) in Ehime Prefecture!

One of the biggest highlights is the Yunomachi Omikoshi (湯之町大神輿). This festival features a 500-year-old tradition known as Kenka Mikoshi (clashing portable shrines), where massive wooden shrines slam directly into each other with overwhelming energy and passion!

As you can see in the video, the local team is already fully hyped and gearing up for the event. The unity, chanting, and sheer excitement around Dogo Onsen are incredible!

📍 Location: Matsuyama City, Ehime (Around Dogo Onsen area)
📅 Dates: October 5th – October 7th

If you happen to be around Matsuyama, come check out the true spirit of a Japanese festival! 🔥

While traveling around Ehime, I randomly stumbled upon this adorable Totoro holding a leaf umbrella next to a hand-painted Catbus stop sign! It completely made my day and felt like stepping right into a Studio Ghibli scene. 

Visited Mendou Semba (麺道仙波) in Matsusue, Matsuyama City, and it was incredible!
If you're a fan of green onions (negi), this place is absolute heaven. As you can see, the ramen comes buried under a massive mountain of freshly chopped scallions, sitting on top of a rich broth with thick, juicy pork belly slices. The noodles have a perfect bite to them, and the green onions add such a fresh, crunchy element to every mouthful.
We also got a side of gyoza topped with even more green onions. They were perfectly pan-fried—crispy on the outside, juicy on the inside.
If you ever find yourself traveling through Ehime Prefecture, definitely put this place on your food list!
📍 Location: Mendou Semba (麺道仙波), Matsusue, Matsuyama, Ehime

Location: 2-3-15 Ōkaidō, Matsuyama, Ehime (Okaido 2Branch)

If you’re visiting Matsuyama, you have to try Roken Manju (労研饅頭). These traditional steamed buns have been loved locally since the 1930s. Unlike standard super-sweet Japanese pastries, they have a subtle, natural sweetness and a wonderfully soft, fluffy texture. My personal favorites are the mugwort (yomogi) and red bean flavors—they are light, cheap (around ¥170 each), and absolutely delicious!
While I was picking some up the other day, an incident happened. A group of foreign tourists cut directly in line—right in front of local children who were waiting patiently.
I stepped up and firmly reminded them to follow the Japanese way and wait their turn. As adults, it is our responsibility to set a good example and protect the sense of fairness for our kids.
Queue culture (Narabu) is built on mutual respect here. When visiting Japan, please stay mindful of those around you and wait in line—so everyone can enjoy these amazing treats fairly!

After soaking in the history at the famous Dogo Onsen in Matsuyama, why not check out a "second onsen"?
Ehime is home to many incredible hot springs that most tourists never hear about! Matsuyama city alone has around 15 day-trip natural onsen. The local love for hot springs is so serious that you could practically find one open 24 hours a day.
One of these spots is "Kume no Yu" (pictured here).
It stays open almost all night and morning, from 11:00 AM all the way to 9:00 AM the next day!
It also comes with a fascinating history: legend has it that when an earthquake once stopped the flow of hot water at Dogo Onsen, the thermal springs at Kume no Yu miraculously gushed forth to replace it.
If you're ever in Matsuyama, don't miss out on this local gem!

If you ever visit Matsuyama, you have to try this local soul food. Unlike standard Okonomiyaki, Mitsuhama-yaki is cooked on a flat grill, stuffed with fried noodles and fresh cabbage, and folded in half.
Captured this freshly cooked batch at "Shindo" (a famous spot in Matsuyama). The smell of caramelized sauce and crisp dough on the iron plate was out of this world!

📍 Shindo (三津浜焼 しん堂)
3-670-11 Okaga, Matsuyama, Ehime
It’s located near Matsuyama Airport (about a 5–10 min drive) and the Mitsuhama Port area.

The easiest way to get there is by taxi or rental car, but you can also take a bus bound for Matsuyama Airport or Mitsuhama and walk/ride from nearby. It’s a great stop if you’re heading to or from the airport!

Found a goldmine of discounted instant noodles at the store!
In Japan, stores put yellow "2割引 (20% OFF)" stickers to clear stock.
塩味）
Nothing beats getting delicious Japanese instant ramen at a bargain price. Which one would you choose?

If you ever travel off the beaten path to Matsuyama, Ehime, you HAVE to visit Okonomiyaki Tetsuya (お好み焼き 鉄屋).

Their extra-large pork okonomiyaki (Hiroshima style) is absolute insanity. It’s so huge that one portion easily feeds two people.

The best part? It only costs 700 yen (around $4.70 USD).

I always order takeout to eat at home, but it’s so massive it physically can't fit into a single container—so they have to split one order into TWO separate boxes! 📦📦

Perfect for peaceful sharing without fighting over the last bite. If you're doing a local trip around Japan, definitely put this place on your list! 🥢✨

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📍 Shop Info & Access

• Name: Okonomiyaki Tetsuya (お好み焼き 鉄屋)
• Location: Matsuyama City, Ehime Prefecture (愛媛県松山市)
・Pay only cash
• Hours: 11:00 AM – 10:30PM (Closed on Sunday)
• Tip: Highly recommend ordering takeout in advance if you want to eat at home!(only japanese language)

Tonkotsu Ramen at Ikkou (一興)
in matsuyama EHIME
Even though it’s a tonkotsu base, the soup is surprisingly smooth, light, and easy to drink without being overly heavy or greasy. It still has plenty of rich umami, perfectly balanced with thin noodles, crunchy bean sprouts, and a tender slice of chashu.
If you prefer a cleaner, less heavy tonkotsu style, this place is definitely a must-try!

Found an incredible local eatery in Matsuyama, Ehime prefecture!
This is the "Daily Omakase Lunch Plate" from Kyudaime Nosan Shokudo (九代目能三食堂).
For just 500 yen, you get a massive plate loaded with different side dishes that change every day.
Today's plate included:
A generous serving of rice
Japanese fried chicken (Karaage) & Croquette
Rolled omelet (Tamagoyaki)
Mapo Tofu
The value for money here is absolutely insane. It's a true hidden gem beloved by locals. They are only open for a few hours on weekdays, so it’s a race against time!
Info:
Name: Kyudaime Nosan Shokudo (九代目能三食堂)
Location: Matsuyama, Ehime
Hours: Weekdays 10:30 AM - 1:30 PM
Highly recommended if you're ever in the area!

Every summer in Matsuyama, there’s one seasonal menu item I look forward to all year: the Zaru Ramen (Chilled Dipping Noodles) at Sukeroku (すけろく)!
If you’re visiting Ehime during the hot summer months, this is an absolute must-try local comfort food.
The Noodles: Chewy, ice-cold ramen noodles topped with a generous mountain of shredded nori seaweed.
The Dip: A rich, savory, and chilled sesame dipping sauce that pairs unbelievably well with the noodles.
The Side: Crispy, juicy Japanese fried chicken (Karaage) served fresh and hot—the ultimate contrast to the cold noodles!
Sukeroku is a beloved local Chinese-style diner chain all around Ehime. If you want to beat the heat like a local, definitely drop by and grab a bowl before summer ends!
📍 Location: Sukeroku (すけろく) - multiple locations around Matsuyama / Ehime Prefecture

Note: Cash only! (Make sure to bring JPY as card payments are not accepted).

While the adults performed their traditional dance in full costume, local kids in the crowd couldn't resist dancing along while watching them. It was so heart-warming to see how this centuries-old tradition gets passed down to the next generation naturally.
Location: Miyoshi City, Tokushima Prefecture
Event: Ikeda Awa Odori Festival (いけだ阿波踊り)