Things to do in  Ehime Prefecture

High on a hill in Matsuyama is the city’s prime attraction: its castle. First built by a warlord in the 17th-century Edo period, the landmark was reincarnated a few times after misfortunes like lightning strikes, arson, and war. Despite this, the castle remains interesting to explore, with various towers and military artifacts that document Matsuyama’s feudal past.

Take in some of the best views over the Shimanami Kado expressway from Kirosan Observatory Park on Oshima Island. Located on Mt. Kirosan, the observatory was designed by Japanese starchitect Kengo Kuma to blend into its surroundings. It looks across the islands of the Seto Inland Sea and the bridges that connect them.

Facing the Seto Inland Sea, Imabari Castle (Imabari-jō) was the center of the Imabari Domain during Japan’s feudal Edo era. Unlike most Japanese castles, Imabari Castle was not built on top of a hill and is, therefore, classed as a flatland castle. While much of the castle is undergoing reconstruction, it retains its original walls and wide moat fed by the sea.

Famed for its more than 100 years of towel production and home to almost 200 towel factories, the city of Imabari in Ehime Prefecture honors its colorful culture and heritage at the Towel Museum. Here, towels are elevated from everyday items to works of art, and visitors can learn all about how this essential item is manufactured.