Okaido Shopping Street

Okaido is Matsuyama's main covered shopping arcade, running from near the castle district toward the city center. The arcade is long enough to take a full morning to browse properly, with department stores, independent boutiques, pharmacies, and a dense concentration of food shops and restaurants under the same roof. Local specialties like tart-flavored Botchan dango sweets and Ehime orange products appear in multiple shops along the route. The arcade is active from mid-morning through evening and draws a mix of shoppers of all ages. Tram lines run parallel outside, connecting the arcade area to Dogo Onsen at one end and Matsuyama Castle at the other, making this a natural central hub for a day in the city.