Shopping and Food Culture Experience in Matsuyama's Castle Town, Ehime Prefecture

At the foot of Matsuyama Castle, an experiential activity unfolds in the castle town where history and culture thrive, inviting participants to savor Japanese food culture and daily life with all five senses. Participants can explore Matsuyama's literature and faith by viewing the Shinonome Shrine and Masaoka Shiki's haiku monument, then shop for Japanese ingredients and seasonings at local shopping streets. A certified nutritionist instructor will carefully explain essential items for the Japanese table, such as soy sauce, miso, and dashi. Visiting around 10 shops handling fish, vegetables, Japanese sweets, Western sweets, and bento boxes, participants will gain deep insights into Ehime's food culture through shopping.