"Uwajima, a nice daytrip from Matsuyama"
I visited Uwajima a couple of times when I lived in Matsuyama. It's not a particularly big, or important city, but has one or two attractions.
The pearl industry is big in Uwajima, and some bargains can be had. The castle is worth a look, and there's also a rather an interesting museum/shrine devoted to matters sexual. If you are the 'sukebe' type, then it may interest you.