Want to visit Matsuyama’s famous castle and Dogo Onsen after your trip to Hiroshima? Don’t let not having a car stop you!

While the Shimanami Kaido is a beautiful drive, the direct “Kirara Express” bus is the ultimate travel hack. It’s comfortable, easy, and drops you right in the city center.

▼Trip Summary (as of March 2025)

Be sure to check out the Day 1 article[Matsuyama City, Ehime Prefecture] A Bus Ride from Fukuyama to Matsuyama – Model Itinerary Around Matsuyama Castle (DAY 1) – Busrepo about exploring Matsuyama Castle!

 

▶︎From a Hotel Near Matsuyama Castle to Dogo Onsen by Tram

I stayed at a hotel within walking distance of Matsuyama Castle.
Compared to hotels near Dogo Onsen, accommodations in this area are often more affordable, making it a good option for budget-conscious travelers.

After waiting a few minutes at Katsuyamacho Station, an orange tram bound for Dogo Onsen arrived.

The ride took about 30 minutes.

Once at Dogo Onsen Station, the retro-style station building made for a popular photo spot.

Nearby, you’ll also find the Botchan Train, a steam locomotive that once ran on the Iyo Railway.

Facing the station, the Botchan Karakuri Clock catches your eye.

Every hour from 8:00 AM to 10:00 PM (and every 30 minutes on weekends/holidays), the clock comes to life with moving figures based on characters from Natsume Soseki’s novel Botchan—a story set in Matsuyama that features Dogo Onsen.

Next to the clock, there’s a footbath called “Hojoen”, where you can relax while waiting for the clock show!

 

▶︎ Let the Dogo Onsen Area Adventure Begin!

The Dogo Onsen area is packed with stylish cafés and souvenir shops.
I toured several places recommended by a friend who lives in Ehime.

◻︎ Local Specialty Beans at “Mamekichi Honpo”

My first stop was Mamekichi Honpo, a specialty bean snack shop located right near the Karakuri Clock in the Dogo shopping arcade.

By the entrance, there were sweet varieties ideal for tea time.

Spicy, savory beans perfect as snacks with drinks were lined up on another shelf.
The selection was impressive!

I found a Dogo store-exclusive flavor: Iyokan Beans.
They offered a sample—it was refreshingly sweet and tangy!
These beans are light and durable, making them ideal souvenirs.

◎Store Info:

Hours	9:30 AM–6:30 PM
Regular holidays	Open daily
Google Maps	https://maps.app.goo.gl/mHb5tFPzfHDhi3dZ6
Phone	0899-31-2127
Official Website	https://www.mame-kichi.jp/store/show/11

 

◻︎Juice From a Tap!? “Ehime no Shokutaku 1970”

Did you know there’s a long-standing urban legend in Ehime that mandarin juice flows from taps?

Back in the 1970s, someone jokingly claimed, “In Ehime homes, you get mandarin juice straight from the faucet!”

That joke inspired a real-life experience at Ehime no Shokutaku 1970 in the Dogo shopping arcade!

You can try about 20 varieties of mandarin juice straight from tap-style dispensers!

How it works:

・Enter the store
・Choose your juice variety
・Pour it from the tap into a labeled cup
・Pay
・Enjoy!

I chose Setoka, Harehime, Blood Orange, New Summer Orange, and Shiranui—all different in color and taste!

Each juice had distinct flavors—some tart, some light, some sweet and rich.

My favorite was the richly sweet Shiranui.

They also sell adorable keychain charms shaped like the different mandarin varieties. Sadly, my favorite wasn’t available this time!

◎Store Info:

Hours	9:00 AM–9:00 PM (Last order 8:45 PM)
Regular holidays	Open year-round
Google Maps	https://maps.app.goo.gl/wwe16Q8a4jFt6Jpk9
Phone	089-993-5281
Official Instagram	https://www.instagram.com/ehimeno_syokutaku1970/

 

◻︎ So Cute! “Dogo Purin” (Custard Shop)

Cat lovers and mandarin lovers, rejoice!
I visited Dogo Purin, a charming pudding shop in the Dogo arcade.

They offer more than just pudding—parfaits, soft-serve ice cream, and baumkuchen, too.

I ordered their most popular item, which includes a whole mandarin inside the pudding.
It was mildly sweet and easy to finish.

The shop has an eat-in space decorated with bath tiles and buckets—a perfect photo spot before you dig in.

For take-out, you can purchase ice packs and insulated bags to keep your sweets cool.

◎Store Info:

Hours	Weekdays: 10:00 AM–7:00 PM Saturdays: 10:00 AM–9:00 PM Sundays: 9:30 AM–7:30 PM
Regular holidays	Open daily
Google Maps	https://maps.app.goo.gl/LkDx9QwfemcR3kyt6
Phone	089-993-8880
Official Website	https://dogopurin.com/

 

◻︎Historic Souvenir Shop: Kasuriya Honten (Since 1946)

I stopped by the newly renovated Kasuriya Honten, a long-established souvenir shop.

The Taisho-era romantic style of the exterior was beautifully nostalgic.
Many visitors took photos in kimono at the entrance.

Inside, there were about 2,000 kinds of local goods. So many great souvenirs!

Beside the shop is Kasuri Road, featuring 60 capsule toy machines including region-exclusive items.
I was drawn in by a sign that read “Only Available Here.”

My capsule toy prize? A keychain shaped like a juice faucet! It reminded me of Taiwan and made a great charm for my backpack.

◎Store Info:

Hours	8:30 AM–9:00 PM
Regular holidays	Open daily
Google Maps	https://maps.app.goo.gl/UAnvFJnRmecmHgS16
Phone	089-941-3338
Official Website	https://dogo-kasuriya.com/

 

◻︎Local Brewery-Run CAFE & BAR: “Dogo Ichie” by Minakuchi Shuzo

A 5-minute walk from Dogo Onsen Station and the shopping arcade, I visited Dogo Ichie, a café bar and showroom store operated by the Minakuchi Brewery.

As a showroom, you can handle bottles of their sake and shochu, ask staff questions, and purchase what you like.

My goal? A freshly poured Dogo Beer.
I had tried it in a bottle before, but this was my first time having it from a tap.

I sat in a cozy, shoeless seating area. So relaxing—and the beer was amazing!

The terrace also looked like a nice option, especially in warmer seasons.

◎Store Info:

Hours	10:00 AM–5:00 PM
Regular holidays	Open daily
Google Maps	https://maps.app.goo.gl/ELjkb8BNdvBsm8F49
Phone	089-924-6617
Official Website	https://dogo-ichie.jp/

 

▶︎Returning to Shin-Onomichi by Express Bus

After enjoying the day, I took the tram to Matsuyama City Station and boarded the Kirara Express (Matsuyama–Fukuyama Line) back.

This service is jointly operated by four companies: Iyo Railway, Chugoku Bus, Shimanami Bus, and Honshi Bus.

The return bus was operated by Chugoku Bus—the colorful design lifted my spirits!

The bus had a 2×2 seat configuration, and seats were reserved.

There was free Wi-Fi onboard, perfect for social media and videos to kill time on the bus.

My seat had a USB port, and some seats even had power outlets—a big help for charging devices.

Though there were no rest stops, the bus had a restroom.

 

▶︎ Summary

On Day 2 of my Matsuyama trip, I explored the Dogo Onsen area and returned to Shin-Onomichi by express bus.

If you’re looking for stylish cafés and unique souvenir shops, I highly recommend taking the express or overnight bus and enjoying all that the Dogo Onsen area has to offer!

 

⇒ Learn more about the Kirara Express Matsuyama–Fukuyama Line:

https://japanbusonline.com/en/CourseSearch/13400090001?AreaCd=738