Ehime Prefecture boasts a rich variety of unique and deep-rooted supermarkets that support the lives of long-term residents, international students, and food-savvy locals. These range from authentic Vietnamese supermarkets offering genuine Asian herbs, to ‘omoumai’ (surprisingly delicious and cheap) discount supermarkets that have been featured on national TV, and even quirky stores where a stylish café serving exquisite parfaits is hidden deep inside a regular supermarket.
This article carefully selects and introduces Ehime Prefecture’s ‘hidden gem shopping spots.’ We bring you information that goes beyond mere product displays, allowing you to feel the real local energy and warmth of the community!
SHIN SHIN – Vietnamese Grocery Store
📍 Address: 5-38 Seto-cho, Niihama City, Ehime Prefecture 792-0821, Japan
Located in Niihama City, SHIN SHIN is a cozy Vietnamese grocery store that supports the daily meals of Vietnamese residents and international students. As the number of foreign workers in Ehime Prefecture’s manufacturing and agriculture sectors grows, places where they can find authentic local seasonings and dried noodles become invaluable oases.
Although the store itself is compact, word-of-mouth reviews praise the owner’s wonderful personality, describing them as ‘charming and lovely’ and ‘very dedicated to their work.’ Stepping inside, with local languages echoing, feels like being in a back-alley shop in Vietnam. It’s also a recommended spot for Japanese people who want to cook authentic ethnic dishes, offering essentials like fish sauce (nuoc mam) and rice paper.
Ei Zin Shine
📍 Address: 7-16-5 Airport-dori, Matsuyama City, Ehime Prefecture 791-0054, Japan
Located on Airport-dori near Matsuyama Airport, Ei Zin Shine is an Asian and Vietnamese grocery store with an outstanding selection. It stocks a wide array of specialized ingredients rarely found in Matsuyama, earning enthusiastic support from international students and locals who love ethnic cuisine.
Notably, you’ll find ‘Pakchi Farang’ (sawtooth coriander) and various fresh Vietnamese herbs displayed in the refrigerator, items you’d typically never see in a standard Matsuyama supermarket. They also offer a vast selection of affordably priced frozen foods (seafood, meats, etc.), making it ideal for bulk buying. The staff are friendly and eager to assist, ensuring a smooth experience even for first-timers exploring Asian ingredients. With ample parking available, it’s convenient for shopping by car.
Excite Super Tanaka
📍 Address: 1029 Miyauchi, Tobe-cho, Iyo-gun, Ehime Prefecture 791-2120, Japan
This is Tobe Town’s super famous local supermarket, now boasting national recognition after being featured on the TV program ‘Omoumai Mise’ (Surprisingly Delicious and Cheap Restaurants/Stores). True to its name, ‘Excite,’ the store is brimming with astonishing prices and entertainment.
You’ll find unbelievably cheap vegetables, like two types of mushrooms for 100 yen, or three heads of lettuce for 100 yen. What’s more, profit-disregarding services, such as ‘free green onions exclusively for customers who make a purchase,’ are commonplace. This reflects the famous owner’s motto, ‘Selling cheap is exciting,’ with discount stickers sometimes appearing on products just five minutes after they’re displayed. The ‘fruit sandwiches’ packed with fruit, once a huge hit inside the store, are now sold from the ‘Ogapan’ food truck located just outside. It’s a lively supermarket where queues form right after opening, and if you’re lucky, you might even meet the owner familiar from TV.
Chisan Ichiba F-Marche Furukawa Store
📍 Address: 1-26-12 Furukawakita, Matsuyama City, Ehime Prefecture 790-0942, Japan
Operated by Fuji, this is a large direct-from-farm market in Matsuyama City’s Furukawa area. It boasts an abundance of fresh vegetables and fruits delivered daily by local farmers. Unlike typical supermarkets, you can find rare vegetables, edible flowers, and herbs, making it an irresistible spot for long-term residents who love cooking.
Locals’ main attraction is undoubtedly the half-price sale on deli items, which starts after 5 PM. The popular, delicious side dishes sell out in a flash, instantly livening up the store. On weekends, there are special sales from Ainan Town and food truck appearances, creating a lively, festival-like atmosphere. The Italian restaurant ‘Marubun’ is also located inside, allowing you to enjoy authentic pizza after your shopping. This market is a community-focused hub packed with local ‘deliciousness.’
Super Takasuka
📍 Address: 1336 Yokogawara, Toon City, Ehime Prefecture 791-0203, Japan
At first glance, it appears to be a traditional local supermarket, but if you venture past the entrance, a stylish ‘hidden café’ adorned with antique furniture and miscellaneous goods emerges. This makes it a hidden gem in Toon City, known only to a select few.
Its biggest attractions are the ‘fruit parfaits,’ lavishly made with fresh seasonal fruits sourced daily from the adjoining supermarket, and the hearty ‘Takasuka Teishoku’ (set meal). The lunch set meal is highly praised for its tender main meat and the exquisite miso soup, which is packed with Matsuyama-age (fried tofu) and brimming with vegetable sweetness. The kids’ space is well-equipped with wooden toys, and strollers are welcome. This is a beloved local establishment, combining the charm of a local supermarket with the serene ambiance of a relaxing, healing café.
Tips for Enjoying Ehime’s Local Supermarkets 120%
To enrich your long-term stay or study abroad life in Ehime, mastering how to navigate local supermarkets is key. Local supermarkets possess a unique ‘human touch’ and ‘unwritten rules’ that large chain stores lack.
Firstly, if you’re aiming for discounts on deli items and fresh produce, around 5 PM is often the decisive moment. Some stores, like ‘F-Marche Furukawa Store,’ are fierce battlegrounds where items vanish the instant half-price stickers are applied, while others, like ‘Excite Super Tanaka,’ are exciting places where discount stickers appear spontaneously regardless of the time. The smart move is to read the atmosphere and follow the lead of the local ‘obachans’ (aunties).
Furthermore, if you want to cook ethnic dishes yourself, we recommend stocking up on frozen seafood and large quantities of meat at places like ‘Ei Zin Shine’ and adding fresh ‘Pakchi Farang’ as an accent. You can authentically recreate the flavors of Southeast Asia at a reasonable price, right here in Ehime. Be sure to find your own favorite supermarkets and fully enjoy Ehime’s local life.
