The Matsuyama Ropeway Shopping Street is at the foot of Matsuyama Castle, leading to the cable car station for the castle. The relaxing street is lined with chic independent shops. From the widely known “Uwajima Taimeshi” to the leading brand “Imabari Towel”, the large variety of eateries and souvenir shops here offer a uniquely Ehime experience. A specialty Mikan shop is popular with tourists keen to try a cup of Mikan juice uniquely served from the tap. It is one of the few universally designed shopping streets in Japan and offers a relaxing shopping atmosphere.