This is a large pedestrian shopping area under a dome arcade, lined with cafes, restaurants and fashionable shops in the heart of the city.
Saturday night open markets are a great way to spend a summer evening.
A lot of the stores do not open until 11:00 am
There is a shopping arcade in the Dogo Onsen area where you can buy local souvenirs, including the local 'Botchan' sweets.
What to buy: The local sweets. Each part of Japan has its own specialities, and they are beautifully packaged.
There are various places to buy souvenirs in Matsuyama. The area around Dogo has plenty of shops with local food and drink (sake, beer) as well as various trinkets, and pottery from Tobe.
At the top of the ropeway to Matsuyama castle there are a number of different stalls as well, and in the underground shopping centre near the city station there is a shop as well (plenty of good places to eat too).
Floors of shopping here at Iyotetsu Takashimaya, which is situated above the city railway station.
Not being especially interested in the shopping, this department store is best remembered by me for the summer beer garden on the rooftop (3000 yen for all you can eat and drink), to which I made numerous visits, and there's also a ferris wheel on top of the building which you can go on if you choose.
Note there's also a lot of restaurants on the 8th and 9th floor.