One of the things I have heard about many times was the Matsuyama Night Market. So, supposedly, in the evenings throughout the week in Summer, the streets in the main shopping district would be filled with stalls like a festival, but they are all local businesses and vendors. People said that it's a lot of fun, and an absolute must for us staying in the city. We finally decided to go on a night when one of our classmates, Anna, was working.
Many of our classmates met up in the Takashimaya food court. In addition, I was able to bring Fiona, a Taiwanese student from St. Catherine University in north Matsuyama along with her friend. I grabbed some shaved ice (which in reality was too expensive) and I had everyone wait until I found Fiona.
Then we all walked down to bother Anna while she was on the clock, and looked at all of the other stalls. I knew that most of the students who visited were the short-term ones from the medical campus (who were from UCLA).
We had some fun and grabbed some grub, but man was it crowded. If you saw a stall you wanted to check out you had to go all the way to the end of the street then circle back. You can verify this by the videos below.