The delightful region of Japan tourists haven’t discovered yet
Sydney Morning Herald
by Anthony DennisFebruary 22, 2026
AI-Generated Deep Dive Summary
Japan’s Matsuyama, the capital of Ehime prefecture on Shikoku island, offers a unique blend of culture, history, and quirky charm that sets it apart from over-touristed hotspots like Kyoto. While Kyoto welcomed 10 million visitors last year, Matsuyama saw just 500,000 international tourists, making it an underrated destination worth exploring. Known as Japan’s “citrus kingdom,” the region is celebrated for its vibrant citrus culture, with fresh mandarin-orange juice available at a charming, honor-system stand for just 200 yen ($1.80). This quirky detail, along with Matsuyama Castle—a historical site perched atop a hill and accessible by cable car—highlights the area’s lesser-known attractions.
Matsuyama Castle, reconstructed in 1603 but retaining its original tower, offers panoramic views of the city and surrounding landscapes. The castle’s historical significance and unique architectural features make it a standout destination for history enthusiasts. Beyond the castle, the region’s spiritual connection to citrus fruits is evident at temples like Ishiteji, where oranges are used as traditional New Year decorations symbolizing prosperity and longevity. This cultural practice adds depth to Matsuyama’s appeal, blending nature, tradition, and local customs.
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Originally published on Sydney Morning Herald on 2/22/2026