Matsuno Town 松野町


Matsuno has a population of about 4,500, and is famous for river eel, peaches, and its annual half marathon held in April.

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Location / Access / Transport


Located on Route 381 near Kihoku. About 2 hours from Matsuyama.


Matsumaru (松丸) station is about 45 minutes from Uwajima.


About 55 minutes to/from Uwajima. Bus stop is at the roadside station Michinoeki Hijinomorikoen (道の駅虹の森公園).



  • Farmer’s Market. Fresh, cheap and seasonal vegetables, bentos, variety of bakery snacks as well as local souvenirs. Located next to the aquarium. Closed Wednesdays, open from 10 am to 5 pm.
  • A-coop. Open from 10am to 7pm.

Home Improvement

  • Konan. Large home furnishings and appliance store (similar to Daiki); next to the hospital.


  • Nametoko Gorge. Beautiful scenic area, great for hiking and camping! But watch out for the monkeys, as they will steal anything near you, including out of your hands. There is also an onsen at the Morinokuni Hotel.
  • Poppo Onsen. A very nice onsen located right above Matsuno train station. There are multiple outdoor and indoor pools. Entry is 500 yen.
  • Aquarium. Entry is 800yen.
  • Glass blowing. Located next to the aquarium.
  • The Shimanto River. One of Japan’s biggest rivers and the last major undammed river in Japan, is a 20-minute drive from the town. In the summer it is an excellent place for swimming, kayaking and camping.
  • Fishing. Good catches in the Hiromi River.

Tourism / Festivals / Highlights

  • Togenkyo Half-marathon. Annual half-marathon, 5km and 3km race held in early April. The race winds through beautiful valleys and nooks of the town, often coursing through cherry orchards in full bloom. There are many hills and elevation changes during the race, making it more challenging than most half-marathons.
  • Matsuno Summer Festival. Every mid-August; beer garden over the town’s main bridge, and stage set-up over the river.