Asahi

Matsuyama institution that has been serving Nabeyaki Udon for generations, fiercely rivaling the nearby Kotori for the title of the city's best. Their version features a slightly sweeter, richer dashi broth than Kotori's, with thick, soft udon noodles simmered in an aluminum pot alongside tempura, egg, and kamaboko fish cake. The retro interior, with its worn wooden counter and faded menu boards, has barely changed in decades, adding to the sense that you are eating history. The shop is small and fills quickly during lunch hours, but the friendly staff keep things moving briskly. It sits close to Okaido shopping arcade, making it easy to combine with a walk through central Matsuyama.