The high quality “Mikan Tai”, fed with a citrus peel mixture has a with a slight citrus flavor to the flesh. These fish are lovingly raised in the human and fish friendly waters of Uwajima.

The "ama toro buta (pig)" is raised with love and care in the rich natural environment as if it were one's own child. Bare barley from Ehime Prefecture is used as feed, and pure mountain water is used for drinking. The meat is fine, and the fatty meat has a sweet and melting taste.

Ehime’s abundant fishing grounds Uwa Sea is key to its speciality “jakoten”. Using every single part of the fish, jakoten’s flavor and nutrition are both top class. Each store has passed down their unique traditions generation after generation and continue to evolve to be even more widely accepted by all generations.

Ehime’s nature has gifted us all with its pearls. Boasting the highest production volume in Japan, the pearls of Ehime have also established its own brand called “HIME PEARL”. Pearls are the only type of precious stone that is cultivated inside a living animal, and with that comes a unique kind of warmth and beauty to it. Every single pearl is grown with lots of love and with the customers in mind.

When we thought of the safety and security of our children, we arrived at a place of concern for the environment. When we thought of gratitude for our hometown, we arrived at the decision to carry on the tradition. Our craftsmen’s challenging and compassionate spirits are weaved into the Imabari towels that can be loved for a long time.

Mizuhiki is an essential part of Japan's traditional culture for special occasions. Most of them are made in Shikokuchuo City, which is rich in both mountains and water. The result of expert craftsmanship is a dignified work of art. It continues to beautifully connect the hearts and minds of people of all ages.

Tobe pottery has been handed down from generation to generation in the midst of beautiful local nature and human activity. The artisans who make them are dedicated to creating vessels with traditional skills and a fresh sensibility, with a lot of effort and care.