Ropeway Street is a one-way, uncovered shopping street, stretching about 500 m. Half-way up the street is a cable car station for Matsuyama Castle which gives the street its name. On both sides of the street are shops selling sweets using Ehime’s specialty, citrus, and cafés and eateries where you can enjoy the regional cooking of Ehime. There are also plenty of souvenir shops selling Imabari Towels and Matsuyama crafts such as Iyo kasuri and Hime Daruma dolls, as well as shops offering Japanese cultural items like kimono, antiques, painting materials and so on.

It’s fun just to walk and browse along Ōkaidō and Gintengai arcades with their department stores and various shops. In 2015, the entrance to Ōkaidō and its surrounding area underwent renewal. The brand shop and restaurant AEL Matsuyama opened, bringing new sophistication to the shopping district. In the area around the arcade, you can obtain Japanese clothing and the latest fast fashions and brand goods. There are also shops selling sundries and cosmetics, drugstores, and outlets for “kawaii” Japanese products.