Tempura Goten
Opened in September 2019. A counter-only tempura specialty shop inside Matsuchika Town (underground arcade of Matsuyama-shi Station). Served in order as each piece is fried. Three types of salt including Ehime's signature citrus salt, plus dipping sauce. Unlimited rice, mentaiko, and takana — all for 1,300 yen, an extraordinary value. Yahoo Maps 4.23, 108 reviews. Lines form before opening.
'At 1,300 yen with this quality, you won't find anything like it in all of Japan.' 'Eating freshly fried tempura at the counter is the ultimate luxury.' 'Unlimited rice for this price is insane value.' Yahoo Maps 4.23, 108 reviews. Tabelog 3.45, 111 reviews. Lines before opening, almost always full at lunch. No PR or sakura evidence. Positive reviews confirmed through December 2025.