The 600m Gintengai Shopping Arcade is as popular as the Okaido Shopping Arcade. The arcade includes shops dealing mainly in clothing, homeware, variety goods and cosmetics, as well as the biggest department store in Shikoku ”Iyotetsu Takashimaya” and the Shikoku’s only underground shopping complex “Matsuchika Town” at the western entrance. The eastern side borders the Okaido Shopping Arcade across the street. The summer festival “Doyo Yoichi” takes place at Okaido, Gintengai and Matsuchika Town on Saturdays from late June to the first week of August every year.