Takashimaya
Situated above the Iyotetsu train station, this Takashimaya has a rare distinction among Japanese department stores: a Ferris Wheel on the roof.
Hime Daruma and Hime Temari
Two stories explain the origins of these cheerful artifacts. One says that when Emperor Ojin visited DÅgo Onsen he was inspired by the memory of his mother's pregnancy, and decided to craft an object to give expecting mothers good luck. The other says that after being left fatherless by the Mongolian Invasion 1274-1281 and devoting the rest of her life to caring for her late patriarch's grave, the face of one of the daughters of the KÅno clan, Hime, was drawn over that of a Bodhidharma toyÅka daruma Bodhidharma being the founder of Zen Buddhism. In Japan, a bride brings a temari, which is a technicolor string ball, to the groom's house as a sign of "amicable settlement", but it is more commonly exchanged during New Year's.
A stroll around DÅgo Onsen, particularly the Yunomachi shopping corridor, will turn up plenty of tourist-oriented souvenir shops. Look for Iyo Kasuri cloth, which was traditionally woven with thread-dyed indigo, but is now made in many vibrant hues and is used for clothing, toys and accessories. Kasuri means "splashed pattern". Another item of note is Tobe pottery, which boasts a history of over 220 years. Designated a National Traditional Craft, it's valued for its thickness and simplicity, and the sensual contrast of the indigo against pristine white ceramic ware. Shops in Yunomachi sell Tobeyaki, but Tobe the town is not far from Matsuyama if you'd prefer to go to the source.
The Gentangai Arcade, just east of Shieki, is the place to look for more contemporary and eclectic items.
Animate
There are a few anime shops around the downtown area, but this is the landmark. The others aren't far away on foot — walk a little further into the Gentengai Arcade and Melon Books and Iashinbang will be on your left and up the stairs, or achieve moe at Merry Maid Cafe, located on the 5th floor of the appropriately named Waku Bldg.
Dog Pillar
What canine wouldn't want to try some green tea doggie treats?
Hamashou
Quality, locally produced bamboo products and other Ehime crafts on the second floor. Head east on Rt. 317 from DÅgo Hill.
TsudaensÅdÅ
If Misora Hibari is your idol, get your enka fix here!