Hi no De

Hi no De in Matsuyama is the go-to spot for Mitsuhama-yaki, a local street food specialty that originated in the nearby port district of Mitsuhama. This savory folded pancake is cooked on a griddle with yakisoba noodles, chopped vegetables, and a generous amount of beef fat that gives it a rich, deeply satisfying flavor distinct from standard okonomiyaki. The batter is spread thin and folded over the filling rather than mixed together, creating a crispy exterior with a steaming, noodle-filled center. The small, casual shop has been serving this hyper-local specialty for decades, and its proximity to Matsuyama's center makes it an easy detour for visitors who want to taste something uniquely Ehime that most tourists never discover.