Sushi Ino (鮨 いの) Matsuyama

This was my second visit during my trip to Ehime.* HighballEzo MozukuOctopus (Ainan Town)* Ishizuchi Junmai Daiginjo AiRed Sea Urchin (Nishikujima) cleaned at the restaurantHorse Mackerel (caught off Matsuyama)* Mu DaiginjoChawanmushi (steamed egg custard with crab and jade ginkgo)⚪ Red Sea UrchinGrilled Pacific Saury in Yuuan style* Gagiya Muroka Junmai Ginjo Black Label• Kasugodai (Nagahama), white rice• Kiss (caught off Matsuyama), salted, white rice• Swordtip Squid (Ainan Town), red rice• Kohada (Amakusa), white rice• Shime Goma Saba (Ainan Town), white rice• Bonito (Ainan Town), white rice* Ishizuchi Ginjo Natsu Gin• Horse Mackerel (Sanbe Town), red rice• Fatty Tuna (frozen from Shiogama), red rice• Red Sea Urchin (Nishikujima), white riceRed Miso Soup• Anago (conger eel), red rice• Futomaki (thick sushi roll with tuna, conger eel, gourd, shrimp, and egg)• Matsuyama Age (dried gourd), white riceTamago (shrimp, yam)• Sardine (Choshi), red rice• Simmered Clam, red rice Less

♡ NigiriI had the pleasure of enjoying:♡ Okinawa Mozuku~ With white rice ~♡ Kasugo Tai from Nagahama, Ehime (lightly cured)♡ Kohada from Amakusa♡ Shiro Amadai from Yawatahama, Ehime~ With red vinegar rice ~♡ Kamasu Ika from Yawatahama, Ehime♡ Aji from Sanbe Town, Ehime (served with crushed chives)~ With white rice ~♡ Saimaki Shrimp from Imabari (served with soy sauce & sudachi)♡ Red meat marinated in soy sauce♡ Akau Uni (sea urchin) - they peel it in-house.♡ Anago (conger eel) - served with sansho pepper♡ Matsuyama Age - filled with dried gourd, seaweed, and white sesame♡ Tamagoyaki (Japanese omelet) - made with shrimp and yamThe sushi is generously sized, making it quite filling ❤️. Even though the same soy sauce is used, they adjust it with water or ginger juice depending on the topping, providing the best combination for each.The Saimaki shrimp is lightly cooked for about 20 seconds, served rare and stacked in two layers ^_^.The uni is carefully prepared, with the seaweed toasted just before serving.The Matsuyama Age nigiri, unique to Ehime, is a fluffy fried tofu cooked in dashi, offering a new take on nigiri ❣️.The final Tamagoyaki takes about two hours to prepare ^_^.You can see the meticulous attention to detail throughout, making it a wonderfully comfortable place ❤️.The Kasugo Tai and Aji were exceptional ❣️. The summer's refreshing tuna was also rich in flavor and well-marinated.It was delicious! m(_ _)m Less

Sushi Ino, located in the bustling area of Matsuyama City, offers a luxurious yet homey atmosphere.The restaurant makes extensive use of local ingredients, which is a delight for tourists.They have a wide variety of Japanese sake, featuring both renowned brands from across the country and local sake from Ehime.For this course, we enjoyed:- Chawanmushi (savory egg custard)- Octopus- Kue (grouper)- Ayu (sweetfish) with Shine Muscat grapes- Nodoguro (blackthroat seaperch) with green onions- Mozuku (seaweed)- Haruko Tai (young sea bream)- Kensaki Ika (squid)- Shiro Amadai (white sweetfish)- Uni (sea urchin)- Sardine- Clam- Toro (fatty tuna)- Horse mackerel- Anago (sea eel)- Matsuyama Age (fried dish)- Tamagoyaki (Japanese omelette)Everything was delicious!The prices were also reasonable, which was greatly appreciated.It was a great meal! Less

I used to have a dislike for raw fish, but this place completely changed my perspective—it was truly delicious. I visited to celebrate a friend's birthday, who also has some reservations about certain sushi toppings, but they were pleasantly surprised to find that they enjoyed everything. The chef had a bit of a stern look, but he was friendly and helped ease our nerves. We were thrilled to watch his knife skills up close. It was genuinely delicious, and I would love to come back for another special occasion. Thank you! Less

On the day of our visit, we were the only customers, allowing us to enjoy a course meal while chatting with the friendly chef.The dinner course included a starter of mozuku seaweed, followed by a miso soup, a tamagoyaki (Japanese omelet), and 12 pieces of sushi.My personal favorites were the kohada (gizzard shad), tuna, aji (horse mackerel), and uni (sea urchin).The kohada was incredibly sweet with a delightful texture. The tuna, sourced from Canada, was exceptionally tasty and showcased the true flavor of the fish.The chef claimed that their uni is the best in Japan, and I can attest that it was so sweet it felt like a dessert. The uni is meticulously prepared, with the chef spending the night removing impurities with tweezers, making it a labor-intensive dish.As for the aji, which I thought was the best, I truly wonder if anything in Japan could surpass it. The knife work was so precise that it was visually satisfying. The finely chopped green onions on top, combined with the incredible tenderness, sweetness, and richness of the aji, made it absolutely perfect. I highly recommend trying it if you visit. I hope to return again when I have the chance. Less

This was my first visit, and I came for the sushi-only lunch. It’s a sushi restaurant located in Matsuyama.Wow, I’m amazed! To have this level of quality for under JPY 10,000 is incredible. The way they prepared the horse mackerel and sardines, along with the sushi technique, was exactly to my taste. I was also impressed by how they used different types of rice—white and red—depending on the topping. It was absolutely delicious. I definitely need to come back for dinner as well.- Iwasui Unagi (Male Unagi)- Haruko Tai (Spring Sea Bream)- Shiro Amadai (White Sweet Sea Bream)- Ken-saki Ika (Swordtip Squid)- Aji (Horse Mackerel)- Katsuo (Bonito)- Aka Uni (Red Sea Urchin)- Iwashi (Sardine)- Kuruma Ebi (Japanese Tiger Prawn)- Nitsume Anago (Simmered Conger Eel)- Matsuyama Age (Matsuyama Fried)- Dashimaki Tamago Roll, Tamago (Egg)- Chutoro (Medium Fatty Tuna, additional) Less

I visited on a reservation for Friday at 12:00.On this day, the sushi was prepared by the second chef, not Chef Ino!Here’s what I had:- Hokkaido Iwa Mozuku- Yawatahama Haruko Tai (Spring Sea Bream)- Yawatahama Shiro Amadai (White Sweet Sea Bream)- Yawatahama Kensaki Ika (Cuttlefish)- Shiogama Marinated Fish- Nikamijima Aka Uni (Red Sea Urchin)- Ainanchō Fukura Katsuo (Bonito with Setouchi Lemon/Salt)- Sanbeichō Aji (Horse Mackerel)- Kuruma Ebi (Tiger Prawn)- Anago (Conger Eel)- Matsuyama Age (Fried Tofu)- Tamago (Egg)The sushi from Ehime is truly delicious! I was also able to enjoy the red sea urchin I was looking forward to, and I’m very satisfied!It was a great meal! ☺︎ Less

Today, I had lunch here. I made a reservation about a month ago. It’s a popular restaurant, but it’s relatively easy to get a reservation, which is a plus. It was a weekday at noon, and the counter was almost full.◆ 【Lunch】 Sushi Only Course JPY 9,940 (tax and service included) ◯ = Sushi, Rolls- Ezo Mozuku Vinegar ◯ Sea Bream from Yahatahama ◯ White Sweet Sea Bream from Yahatahama ◯ Swordtip Squid from Yahatahama ◯ Red Sea Bream from Kochi ◯ Grilled Bonito from Ainanchō ◯ Bluefin Tuna from Shiogama ◯ Sesame Mackerel from Ainanchō (aged for 1 day) ◯ Red Sea Urchin ◯ Horse Mackerel from Sanbe Town ◯ Sweet Shrimp - Red Miso Soup ◯ Conger Eel ◯ Matsuyama Fried Tofu - Egg◆ Ordered Drink - Oku Aizu Kaneyama Natural Sparkling Water JPY 880 (tax included)Total Amount: JPY 10,820 (tax and service included) Duration: 55 minutes------- Details -------This place offers a variety of sushi made with fresh local ingredients that you can’t find anywhere else. The rice is a mix of red and white, fluffy and melts in your mouth. The portions are generous, enhancing the overall satisfaction.Starting with the Yahatahama Sea Bream, White Sweet Sea Bream, and Swordtip Squid, the flavors are distinct. The Sea Bream has a gentle sweetness, the White Sweet Sea Bream is elegant and silky, and the Swordtip Squid leaves a lingering deep sweetness on the palate.The Red Sea Bream from Kochi is tender with just the right amount of aging, delicious. The Bonito from Ainanchō is enhanced by the smoky flavor from grilling. A squeeze of blue lemon juice from Matsumae adds a refreshing touch. The red meat of the day was the Bluefin Tuna from Shiogama, with a rich and robust flavor.In the second half, the Sesame Mackerel aged for one day was delightful. There’s green onion hidden between the fish and rice, which adds a nice punch. The Red Sea Urchin is a signature piece here, carefully arranged to remove moisture, enhancing its umami and sweetness. It’s truly exquisite! The Horse Mackerel was lightly cured, thick, with a hint of acidity, and the green onion worked wonders again.Towards the end, I had Sweet Shrimp, followed by Red Miso Soup, Braised Conger Eel, Matsuyama Fried Tofu, and Egg. The Matsuyama Fried Tofu was surprisingly delicious, far superior to typical inari.It was a great meal. Despite the lineup featuring local fish, tuna, sea urchin, and sweet shrimp, it’s still under JPY 10,000. The cost performance is impressive, and I want to come here every week! Every piece of sushi was exceptional, and next time, I definitely want to try a course with appetizers and enjoy a drink while listening to Chef Ino’s stories at a leisurely pace.*Rating at the time of visit: 4.17 Less

At Sushi Ino,We started with a seasonal appetizer featuring Hokkaido mozuku seaweed. The nigiri selection included spring sea bream from Nagahama, young horse mackerel from Amakusa, sweet sea bream from Yawatahama, and swordtip squid, showcasing a thoughtful range of ingredients from Setouchi to Kyushu. The marinated tuna was particularly impressive, with a notable texture, and I appreciated the detail that it was sourced from a 160-kilogram longline catch. We also enjoyed bonito from Ainanchō, red sea urchin from Futagami Island, horse mackerel from Sanbe Town, sweet shrimp, anago (conger eel), and Matsuyama fried fish, along with additional dishes of red snapper from Sukumo in Kochi, clams, and dried gourd rolls.While the flavors of the ingredients might have felt a bit subtle, the excellent cost performance more than made up for it. This is a sushi restaurant I truly love, where you can enjoy not only the food but also the information about the origins of the ingredients. Less

For just over JPY 10,000, you can enjoy delicious sushi primarily made with fish from Ehime.Although the meal was scheduled to start at 12:00, it was delayed and finally began around 12:15. However, the pace of service was excellent, and we finished by just after 1:00.The course featured a noticeable amount of white fish, and there weren't many high-end ingredients included. However, I believe the additional items were reasonably priced (I added toro and uni).The rice was slightly firm, at a normal temperature (leaning towards cooler), and had a refreshing flavor.While it wasn't particularly memorable, I think it's great to be able to enjoy fresh sushi for just a little over JPY 10,000! The head chef was also a very nice person. Less

I visited a highly acclaimed sushi restaurant that represents Matsuyama.The interior has a serene atmosphere with a calm counter, creating a comfortable yet slightly tense ambiance. The charm lies in enjoying a course that highlights the fresh seafood from Ehime, showcasing the seasonal ingredients of the day.The quality of the sushi is exceptional, with a wonderful harmony between the fish and the rice, reflecting the meticulous craftsmanship in each piece. Utilizing local ingredients unique to Ehime while incorporating Edo-style techniques, the meal remains engaging until the very end.The service and the restaurant's atmosphere are pleasant, making it a great choice for special occasions, business meetings, or dining while traveling.While Matsuyama has many delicious sushi spots, this one stood out for its high level of satisfaction. I definitely want to revisit when I return to Ehime. Less

On the second day in Matsuyama, I made a reservation for lunch at Sushi Ino.High-end sushi in Tokyo is just too expensive for me to consider going often (-_-;)In Sendai, even the pricey sushi places are usually in the 20,000 JPY range. With that in mind, it’s hard to justify.Last year, I enjoyed sushi in Sapporo and Kanazawa, but I feel that the best sushi is found in local areas where you can enjoy fresh, local ingredients....Let’s just say that’s my excuse! wIn the morning, I visited Dogo Onsen and Matsuyama Castle, working up quite an appetite.I usually don’t drink during lunch, but of course, I wanted to enjoy some sake!I arrived at noon on a weekday. The lunch course starts at 12 PM sharp.I opted for the nigiri-only course. I wanted to choose a course with appetizers, but I had to reluctantly give that up considering my next appointment.Well, I prioritize sushi over appetizers anyway, so I was more than satisfied with just the nigiri.For lunch, there were only counter seats available, and all 9 seats were full.It seemed to be about half and half between those having just nigiri and those with appetizers.The lineup of nigiri for the day was as follows:- Kasumi Tai (Sea Bream)- Shiro Amadai (White Sweetfish)- Isaki (Chicken Grunt)- Ken-saki Ika (Swordtip Squid)- Shima Aji (Striped Jack)- Kisu (Japanese Whiting)- Zuke Maguro (Marinated Tuna)- Katsuo (Bonito)- Aka Uni (Red Sea Urchin)- Kuruma Ebi (Tiger Prawn)- Anago (Sea Eel)- Aburaage (Fried Tofu)- Tamago Yaki (Egg Omelette)Everything was delicious, but the standout items were the Kisu, Katsuo, and Aka Uni.I had never eaten Kisu as sushi before.I usually associate it with tempura, but it was surprisingly delicious as sushi.It has a mild yet gentle flavor that I really enjoyed.The Katsuo was grilled over straw and served with Setouchi lemon.Katsuo is also a rare sushi topping. I’ve had it before, but this grilled version had a different level of deliciousness.The seasoning with salt and Setouchi lemon was excellent as well.I tried the Aka Uni for the first time.In Eastern Japan, this time of year is the season for Bafun Uni, but Western Japan has its own unique varieties of sea urchin.Of course, it was freshly shucked without the use of any preservatives. It was absolutely delicious!I wanted to eat a bit more, but I had to leave reluctantly due to my next appointment.The nigiri course was under 10,000 JPY, which is quite a bargain, right? (The sake wasn’t too pricey either.)This only strengthens my belief that sushi should be enjoyed in local areas! The cost-performance ratio at this high-end sushi restaurant is fantastic! It might be the best I’ve experienced at any sushi place so far.And of course, the sushi itself was incredibly delicious! I highly recommend it! (^o^) Less

Invited by an old friend, I embarked on a three-day food tour in Matsuyama. I met up with my companion and we headed to the restaurant together.We had made a reservation at Sushi Ino, a place I had tried to book several times during a previous business trip to Matsuyama, but had never managed to secure a spot.I was pleasantly surprised to find that they had started accepting reservations through Tabelog, making it easy to see available times and book with just a few taps.We had reserved a sushi-only course for JPY 9040 for lunch. I warned my companion not to have overly high expectations for this price at a sushi restaurant as we entered.Oh, wait. We started with a small dish of vinegared shirasu (whitebait). I was caught off guard since it was a sushi-only course, but I quickly realized this was a clever way to entice us to order drinks, so I asked for a beer.Then came the sushi, starting with the early summer offerings. The spring child (sakura masu) was light and delicious.Next, we had two pieces of kohada (gizzard shad) and marinated isaki (grunt) with green onion. It’s rare to see white fish marinated, but surprisingly, it paired well.At this point, I had to retract my earlier statement to my companion. This lunch is seriously amazing. In Tokyo, this would be the price of standing sushi, but here, they are doing a fantastic job using high-quality local ingredients, so we can expect great sushi.Next up were squid, thick white sweetfish, refreshing red fish from Fukuoka, and freshly seared bonito just before serving.The superb horse mackerel and local exquisite red sea urchin, which doesn’t use alum, left me in awe. I learned that it gets even better during this season. The sea urchin is sourced directly from local divers, and they have to go to the port to pick it up. I felt like I was beginning to understand the system behind this restaurant's affordable yet high-quality ingredients.Then came the large sweet shrimp and melt-in-your-mouth anago (conger eel), followed by red miso soup. An interesting dish was the inari sushi topped with fried tofu, which had a delightful texture thanks to the dried gourd. What is this tofu? I had never experienced such a silky smooth texture before, and I couldn’t help but ask the chef about Matsuyama’s fried tofu.Next were two types of tamagoyaki (Japanese omelet). It was fun to compare the regular version with the Edo-style preparation.About 90% of the fish was local, cut generously, and the rice was substantial. They frequently switched between white and red vinegar rice to match the toppings.Let me say it again: This is JPY 9040. I can’t believe there’s such a dedicated sushi lunch in Matsuyama! It’s hard to find something of this level anywhere in Japan. While it may sound exaggerated to say it was shocking, it truly was a remarkable experience.Next time I come to Matsuyama, I can’t find a reason not to stop by. Such a fantastic sushi lunch, perfect for early summer in Matsuyama. Less

Lunch Nigiri Course1.5 servings of Japanese sakeTotal: Approximately JPY 11,000Shirasu (whitebait) with vinegarSpring Sea Bream ⭕️White Sweet Sea BreamSmall Horse MackerelMarinated Isaki (Japanese grunt) ⭕️Swordtip SquidSand DabMarinated Red Meat ⭕️BonitoHorse Mackerel ⭕️Red Sea UrchinSweet Shrimp ⭕️Red Miso SoupConger Eel ⭕️Matsuyama Fried FishTwo types of EggIt was delicious!!! I had just been disappointed by a sea bream rice dish at a random restaurant the day before, so starting off with two types of sea bream here really showcased the difference in quality. The sea bream from Ehime is fantastic.Personally, I was happy to have more white fish, as I prefer it. Being older, I find fatty fish a bit heavy.However, it was a downside that the guy at the next table was spouting nonsense with a smug look, and the chef was handing out stickers only to the women. That was unnecessary. Less

Just a 3-minute walk from Okaido Station, I visited "Sushi Ino," a Bronze Award-winning sushi restaurant featured in the top 100 sushi spots in Japan.I made a reservation for noon on Sunday.For lunch, I opted for the nigiri-only course priced at JPY 9,040 (excluding tax), which is an incredible value for a sushi restaurant recognized with a Bronze Award nationwide.Chef Yusuke Ino prepares sushi in a unique style that blends Edomae and Ehime influences. Except for the tuna sourced from Toyosu Market, all ingredients are seasonal fish from the local Ehime Prefecture. Each piece showcases the ocean's bounty from Ehime, and every type was delicious.Among them, the Sennen Sea Bream, the flounder from Mr. Fujimoto, and the horse mackerel were exceptionally tasty.I enjoyed every bite until the end.Among the omakase nigiri options under JPY 10,000, this place is truly top-class, if not the best!【Today's Menu】1. Shirasu and cucumber in Tosa vinegar2. Young sea bream from Nagahama3. Sennen Sea Bream from Ainanshi4. Flounder from Imabari, Mr. Fujimoto5. Squid from Ainanshi6. Amberjack from Ainanshi7. Marinated red fish from Sakai Port8. Sesame mackerel (aged for 3 days) from Ainanshi9. Horse mackerel from Sanbe Town10. Sweet shrimp11. Red miso soup12. Conger eel13. Matsuyama fried tofu14. Two types of tamagoyaki (Japanese omelet) Less

Japanese sake pairs perfectly with sushi, and this place has a carefully curated selection!However, to my surprise, there was no wine on the alcohol menu.Their dedication to quality is evident.The sake menu spans three pages.Unlike many establishments that limit their stock to around ten varieties to avoid deterioration, this place has a different philosophy.They even use special glasses designed for sake.They will warm up even a half go (90ml) for you.Notably, they do not charge a premium for famous brands like Jikon.This is a must-visit spot for sushi lovers and sake enthusiasts alike. Less

●Date of Visit: June 27, 2026 (Saturday) at 12 PM. ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ●Course Name ▷Nigiri Lunch Course (JPY 9,040 per person) ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ●Course Contents ▷Shirasu and Cucumber Sunomono ▷Spring Sea Bream (Nagahama) ▷White Sweet Sea Bream (Yahatahama) ▷Salted Horse Mackerel (Matsuyama) ▷Squid (Ainan Town) ▷Red Meat of Bluefin Tuna (Marinated) ▷Horse Mackerel (Sanbe Town) ▷Tokishirazu (Hokkaido) ▷Gizzard Shad (Amakusa) ▷Sweet Shrimp ▷Conger Eel ▷Red Miso Soup ▷Matsuyama Fried Tofu ▷Tamago Yaki ●Additional Items ▷Fatty Bluefin Tuna ▷Thousand-Year Sea Bream (Ainan Town) ▷Fatty Tuna and Pickled Radish Roll (Half) ▷Sapporo Black Label (JPY 770) ▷Jumping Oolong Tea (JPY 550) \ JPY 12,905 / ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ●Review I made a reservation in advance through Tabelog and visited for lunch. The course was centered around local fish from the prefecture, allowing me to fully enjoy the flavors of Ehime. I appreciated the detailed explanations of the origins of each ingredient. The sushi rice was slightly warm, and they skillfully used both white and red vinegar according to the toppings. The nigiri was impressively crafted, slightly larger yet perfectly tender in the mouth. Each piece was delicious and hard to choose a favorite, but I was particularly moved by the fluffy texture and refined sweetness of the Spring Sea Bream. The Horse Mackerel was served with rice made primarily with red vinegar, which paired wonderfully with the rich flavor of the fish and the aroma of chives, creating a fantastic overall harmony. The fish was fresh with a rich fat content and a delightful texture. The final nigiri was Matsuyama Fried Tofu. Stuffed with seaweed, sesame, and kanpyou, it allowed me to experience the essence of Ehime until the very end. The texture of this fried tofu was incredibly smooth and delicious, so I bought some at the airport on my way back. The Tamago Yaki with island shrimp and yam was also fluffy and had a light, airy texture that was delightful. Honestly, I couldn't believe the cost performance of this lunch course at this level of quality for just over JPY 9,000. It's no surprise that many people come from outside the prefecture. I definitely want to revisit when I come back to Matsuyama. ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ●Other - Lunch is cash only ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ ╍ Less

Sushi Ino @ Matsuyama (Okaido)This was my first visit to this popular restaurant in Matsuyama, which I reserved in advance. The counter was bustling with customers, including many from outside the prefecture.Sushi Ino is a renowned establishment representing Matsuyama and has even been selected by Michelin. The restaurant's name comes from the owner, Chef Ino. After training at "Edomae Ichiro" in Matsuyama, he opened his own place.Additionally, one of his former apprentices has opened a popular restaurant in Matsuyama, greatly influencing the local sushi scene.The ingredients primarily come from Ehime. The seafood, including that from the famous fisherman Junichi Fujimoto, boasts exceptional freshness. The dishes and sushi offer flavors that can only be experienced here.The rice is prepared using both red and white varieties, served at their best.A wide selection of Japanese sake is available, and I enjoyed pairing it with local brews, making for a blissful experience.【Course】Edamame (Matsumae Town, Ehime)Octopus (Ainan Town, Ehime)Giant Sea Bass (Ainan Town, Ehime)Corn (Kumakogen Town) with a smooth chawanmushiSea Snail Liver SauceGrilled Sweetfish (Menokawa River, Ehime)Grilled MehikaruShirasu (Imabari, Ehime)Spring Sea Bream Salt-cured Sandfish (Off Matsuyama) Swordtip Squid (Yahatahama, Ehime) White Sweetfish (Yahatahama, Ehime) Marinated Red Fish (Sakaiminato, Tottori) Medium Fatty Tuna Young Horse Mackerel (Amakusa, Kumamoto) Tuna Mayo Clam Horse Mackerel (Sanbe Town, Ehime) Sweet Shrimp Matsuyama Fried Tofu 【Japanese Sake】Ishizuchi Ai Mu Daiginjo Ishizuchi Natsu Junmai Gagiya Ittoryodan Junmai Daiginjo Less

One of the representative sushi restaurants in Ehime, it has earned a Michelin star. The chef, Yusuke Ino, trained in Tokyo before establishing his own place in his hometown of Ehime. He is passionate about sushi and has traveled across Japan to learn, raising the standard of sushi in Ehime.Using both white and red rice, he serves sushi that showcases the local fish at its best. The atmosphere is relaxed, thanks to the gentle demeanor of the chef, making it feel like a high-end restaurant while still being welcoming.The price for enjoying top-quality fresh local fish from Ehime is truly remarkable, especially considering you wouldn't find such value in Tokyo. This is a fantastic deal that highlights the advantages of dining in a regional area.◆ Appetizers, ◇ Nigiri◆ Edamame◆ Simmered Octopus◆ Grilled Striped Horse Mackerel◆ Chilled Corn Chawanmushi◆ Mehakari (small fish)◆ Shirasu (whitebait)◇ Spring Sea Bream◇ White Sweetfish◇ Whiting◇ Squid◇ Kohada (gizzard shad)◇ Isaki (grunt fish)◇ Tokishirazu (young sea bream)◇ Horse Mackerel◇ Clam◇ Fatty Tuna◇ Sweet Shrimp◆ Soup◇ Eel◇ Dried Gourd◇ Matsuyama Fried Tofu◆ Tamago (egg)◇ Whiting Less

This time, I visited "Sushi Ino," a highly-rated sushi restaurant in Matsuyama, Ehime.The calm atmosphere with only counter seating creates a comfortable distance with the chef, allowing you to enjoy authentic Edomae sushi without any pretense. It’s a great spot for a date or for anyone wanting to savor delicious sushi alone.On this day, I had the omakase course.The first impression was the beautifully sliced white fish. The transparent flesh melted in my mouth the moment I took a bite, releasing a refined sweetness.Next was the flounder, which had a depth of flavor lightly infused with the umami of kombu, complemented by refreshing condiments. It was a piece that truly showcased the quality of the ingredients.The shining fish was beautifully seared on the skin, achieving a perfect balance of aroma and rich flavor. The meticulous craftsmanship was evident.In the middle of the course, I enjoyed the lean and medium fatty tuna. The lean tuna had a moist texture, with flavors intensifying with each bite. Meanwhile, the medium fatty tuna melted in my mouth without feeling heavy, leaving an unexpectedly refreshing aftertaste. It was delicious enough to bring a smile to my face.The sweet shrimp had a pleasant bounce, releasing sweetness with each bite. The eel was fluffy and gently fell apart in my mouth, offering a delicate flavor.The final roll, filled with egg and seafood, was enjoyable until the very end without becoming monotonous.The rice was slightly smaller and had a mild acidity, which enhanced the flavors of the toppings, allowing me to savor each piece until the last bite.This is a traditional sushi restaurant that focuses on meticulous preparation and high-quality ingredients rather than flashy presentations. The chef's rhythm while preparing the sushi was pleasant, making the entire dining experience feel incredibly luxurious.I highly recommend this restaurant for those wanting to enjoy authentic sushi in Matsuyama, as well as for special meals with loved ones or celebrations.It was a great meal! Less

This year, I visited Matsuyama City in Ehime Prefecture...12:00 PM - A simultaneous start‼️**Nigiri Course****Beer**✅ Dishes...Shirasu and cucumber in Tosa vinegar...✅ Nigiri...Spring sea bream from NagahamaLightly seared three-day-old giant grouperWhite sweet sea breamSwordtip squidLightly kelp-cured sandfishStriped jackMarinated red tuna from FukuokaSmall horse mackerel from AmakusaMackerel from Sanbe with red riceBonitoRed sea urchinSweet shrimp...✅ Red miso soup...✅ Nigiri...Conger eelMatsuyama fried tofu...✅ Tamago (Japanese omelet)The course features larger nigiri made with two types of rice to match the toppings, providing a satisfying experience‼️ You can enjoy Ehime's fresh ingredients at a reasonable price from the counter seats, making it highly recommended for anyone visiting Ehime Prefecture.Thank you, Chef Ino, for the wonderful meal! Less

I started with shirasu (whitebait) dressed in Tosa vinegar, followed by an impressive selection of nigiri!After five consecutive pieces of exquisite white fish, I enjoyed bonito, lean tuna, horse mackerel, sweet shrimp, and the Matsuyama-style nigiri that they started serving about a year ago.I finished with anago (conger eel) and tamago (sweet omelet), and although I was quite full, the sushi was so delicious that I couldn’t resist ordering four more pieces of sushi types I hadn’t tried yet.In the future, I plan to make this my main spot when I return home!Thank you for the wonderful meal! ☆彡 Less

I visited "Sushi Ino," located about a 5-minute walk from Okaido Station.Here, you'll find sushi crafted with a strong commitment and passion, primarily using local ingredients from Ehime.This renowned restaurant in Shikoku operates on a reservation-only basis, attracting food enthusiasts from all over the country seeking this exceptional taste.On this occasion, I enjoyed the second chef's selection of sushi.♦︎ A space that directly conveys the chef's passion and dedication ── The interior consists solely of counter seating, creating a special atmosphere filled with a dignified air.The chef's unwavering commitment to sourcing ingredients enhances the restaurant's charm even further. You can feel the overwhelming energy while also experiencing thoughtful attention to detail, allowing you to focus deeply on the dishes throughout your meal.♦︎ The menu I enjoyed this time ── 【Kasugo-dai】 【Kisu】 【Shiro-ama-dai】 【Hata】 【Kohada】 【Shiro-ama-dai】 【Aji】 【Ken-saki-ika】 【Chutoro】 【Hamako】 【Kuruma-ebi】 【Anago】 【Matsuyama-age】♦︎ The potential of the ingredients and overall impressions ── From sourcing to preparation, there is no compromise, and the dishes convey the essence of the ingredients directly.The sharp sushi rice and exquisite toppings create a remarkable harmony, boasting a unique precision. The flow into the later pieces of sushi was particularly perfect, leaving a strong impression with each piece—a truly outstanding composition.This is a top-notch establishment that represents Ehime, where you can encounter exquisite sushi and the chef's passionate craftsmanship.Thank you for reading to the end, from the reviewer "Instagram@_1show." I appreciate all your likes, follows, and saves for the restaurant. Less

Located just a 4-minute walk from Iyo Railway's Okaido Station, Sushi Ino is on the third floor of a mixed-use building in the bustling Nibancho area.Having earned a Michelin star in the Hiroshima and Ehime edition, Chef Yusuke Ino honed his skills at a sushi restaurant in Tokyo before training for four years at "Edo-mae Ichiro" in Matsuyama, eventually opening his own establishment in 2014.Now, he is a key figure in the Matsuyama sushi scene, nurturing talented apprentices who are making their mark.Initially, the third-floor location felt a bit unexpected, but the atmosphere shifts the moment you sit at the counter.The chef's friendly conversation eases the tension of being a first-time visitor, and anticipation for the meal begins to quietly build.First, we are served Chawanmushi (savory egg custard) with corn, sweet shrimp, and sudachi.The sweetness of the corn pairs beautifully with the sudachi, creating a gentle balance. This unexpected combination was surprisingly delightful, making me squint in pleasure.Next comes the sushi.Each piece showcases the fresh flavors of local ingredients, a rarity to find in Tokyo. Every bite reminds me why it’s worth traveling to the countryside.- Spring Sea Bream (Nagahama)- Sandfish (Imabari City, Miyakubo)- White Sweetfish (Yahatahama)- Mudskipper Squid (Yahatahama)- Isaki (Ainan Town)- Lean Tuna "Yui no Hana" (Shimonoseki)- Kohada (Gizzard Shad)- Horse Mackerel (Sanbe Town, non-migratory)- Swordfish (Yahatahama)- Kuruma Ebi (Tiger Prawn)- Simmered Anago (Sea Eel)- Matsuyama Fried Sushi- Tamagoyaki (Japanese Omelette)**Additions:**- Kohada- Matsuyama Fried SushiThe freshness of each ingredient is outstanding. While my palate has grown accustomed to the richness of aged flavors, there’s something undeniably satisfying about fresh local seafood. The texture, gentle sweetness, and umami that spreads with each bite bring a smile to my face.The rice is firm, yet when combined with the fish, it glides smoothly down my throat. This clarity is refreshing.Then there’s the Matsuyama Fried Sushi, a labor of love from the chef, showcasing his passion for local ingredients.While the fish remains the star, this dish adds a delightful accent to the overall course, embodying the essence of Matsuyama.Honestly, I want to recommend it highly. I ended up ordering more!The chef's sincerity in wanting to deliver delicious sushi at a reasonable price translates into a satisfaction that exceeds expectations.I look forward to enjoying Chef Ino's sushi again, perhaps next time with some appetizers for dinner.It was a great meal! ^^Thank you for reading to the end. Your "likes," saves, and comments are incredibly encouraging. I’ll post again when I discover another delicious restaurant! Less

On the second night in Matsuyama, Ehime Prefecture, I enjoyed sushi again. I made a reservation at Sushi Ino, where the warm personality of the chef creates a relaxed atmosphere.We started with beer, followed by Japanese sake. The appetizers paired perfectly with the drinks. I believe both the appetizers and the nigiri are delicious here.Despite being in Matsuyama, Ehime, they serve Edomae sushi, which is a pleasant surprise. It’s a classic style that works well, especially since the fish is so fresh and tasty in Matsuyama. Less

I visited "Sushi Ino" in Matsuyama.In a calm atmosphere, I enjoyed sushi that showcased meticulous craftsmanship.One standout dish was the tuna nigiri, which I tasted with both salt and soy sauce. The salt enhanced the natural aroma and umami of the tuna, leaving a refreshing aftertaste. In contrast, the soy sauce intensified the umami, allowing me to appreciate the harmony with the rice. It was fascinating to see how the same ingredient could create such different impressions depending on how it was served, highlighting the depth of sushi.Overall, the balance between the ingredients, rice, and the pace of service was excellent, making for a highly satisfying experience.I highly recommend this restaurant for those looking to enjoy sushi at a leisurely pace in Matsuyama. Less

Ehime Cuisine ② July 9, 2026 (Thu) 12:00 PM Tabelog 4.18 Ranked 4th in Ehime Prefecture 2026 BRONZE 2025 Selected Restaurant 2018 Michelin Star 2026 Go! Go! Michelin 3 Tock Today's lunch is here! It's my first visit in about a month and a half. This is one of my favorite places that serves local fish from Ehime as the main attraction. The menu consists of an omakase course only. 1. Chilled Chawanmushi Inside, there’s red sea urchin and edamame, topped with corn puree. Squeeze some sudachi on top. 2. Simmered Octopus from Ainanshi Prepared without kneading or pounding. 3. Shabu-shabu of Suji-Ara from Ainanshi Aged for 4 days. Served with yuzu pepper mixed in grated ponzu. 4. Sweetfish Paste from Menkawa River The bones are removed, blended, and strained. 5. Grilled Managatsuo with Miso Yuzuan from Imabari 6. Iwamo-zuku from Hokkaido Served with Tosa vinegar. 7. Spring Sea Bream from Nagahama 8. White Sweetfish from Yawatahama 9. Isaki from Ainanshi 10. Shima-Aji from Ainanshi Served with red rice. Aged for 10 days. 11. Swordtip Squid from Yawatahama Served with red rice. 12. Bonito from Ainanshi With Setouchi lemon and salt from Kochi. 13. Whiting from Matsuyama Bay With plum paste between the rice and fish. 14. Marinated Red Meat from Fukuoka The tuna is sourced from "Yunoka" (@maguroyunoka_27love), weighing 167 kg. 15. Horse Mackerel from Sanbe Town 16. Red Sea Urchin from Nakajima, Matsuyama 17. Red Miso Soup 18. Kuruma Ebi from Amakusa 19. Anago (Conger Eel) 20. Chutoro from Fukuoka (additional) From the same fish as the red meat. Sourced from "Yunoka" (@maguroyunoka_27love), weighing 167 kg. Served with salt. 21. Chutoro with Bloodline from Fukuoka (additional) Served with a sweet soy sauce reduction. 22. Red Sea Urchin from Futagojima (additional) Freshly opened and served with salt. 23. Matsuyama Age Stuffed with seaweed, dried gourd, and sesame. 24. Tamagoyaki (Japanese Omelette) 25. Kohada (additional) Everything from start to finish was delicious once again. Less

The sushi, featuring a blend of tangy and sweet rice paired with high-quality, large toppings, is a unique offering from Matsuyama that truly satisfies. I visited for lunch and enjoyed a very fulfilling course. Each piece, including the freshly boiled shrimp, fluffy grilled anago, and Matsuyama-style nigiri, was expertly crafted. I also ordered additional items like kanpyo rolls, clams, and tokishirazu, all of which were delicious. With drinks included, the total was under JPY 20,000, making this a must-visit restaurant when I return to Matsuyama. It was a great meal! Less

During my visit back home, I had lunch at the highly-rated sushi restaurant "Sushi Ino" in Matsuyama. To sum it up, it was a wonderful experience that truly highlighted the charm of Ehime's seafood! ♡The nigiri was primarily made with local fish from Ehime.The spring sea bream from Nagahama was briefly dipped in vinegar just before serving, resulting in a beautiful harmony of rich umami and refreshing acidity.The white sweet sea bream from Yawatahama had its delicate sweetness enhanced by being wrapped in kombu kelp, while the squid from Ainanshi allowed us to enjoy its natural sweetness with just salt and sudachi.The bonito from Ainanshi was served with salt and lemon, showcasing its exceptional freshness, with a strong umami flavor yet surprisingly light aftertaste.The lightly marinated shima aji and the grilled isaki each had their own distinct characteristics, allowing us to fully appreciate the richness of local Ehime seafood.The horse mackerel from Sanbe-cho was complemented perfectly by the asatsuki, achieving an excellent balance of aroma and fat.The sweet shrimp in the latter part of the meal had a delightful texture and sweetness. The fluffy grilled anago was also outstanding, making me smile with satisfaction.The final dish, Matsuyama-age, featured dried gourd as an accent. The tamagoyaki, made with yam and shrimp, had a fluffy texture reminiscent of dessert, making it easy to eat several pieces! ♡I could feel the meticulous attention to detail throughout the meal. Everything was delicious!!This restaurant is not about flashy presentations but rather focuses on the sincere craftsmanship of each piece centered around Ehime's fish. It's hard to believe such quality comes at a price under JPY 10,000! I highly recommend this sushi restaurant not only to visitors from outside the prefecture but especially to locals. It was a satisfying lunch that reaffirmed the richness of Ehime's sea.I will definitely visit again during my return in September! It was a great meal! Less

Located on the 3rd floor of the MITSUWA320 building in Ni-banchō, Matsuyama, this restaurant is a recipient of the Tabelog Award 2026 Bronze and has been selected as one of the top 100 sushi restaurants in 2025. On the second day of my Matsuyama trip, I returned here for the first time in about two and a half years to enjoy their incredible sushi lunch!Here’s what I had:Lunch Course (JPY 9,040)【Photo 1】Iwa MozukuCrisp and bursting with flavor! The balance with vinegar and myoga was impressive!The lunch course starts with sushi right away. The rice is made with a mix of rice vinegar and red vinegar, resulting in firm grains with just the right amount of moisture—no sogginess at all. The default size is larger, allowing for a satisfying chew. The gari (pickled ginger) is thinly sliced at first, but the second serving is in chunky pieces, providing a refreshing spiciness with a hint of sweetness.【Photo 2】Haru Ko Tai (Sea Bream from Nagahama, Ehime)I appreciate that they serve this delicate fish at such a reasonable price! It’s lightly washed with vinegar, giving it a firm taste and texture overall! This was the MVP of the day in both appearance and flavor!【Photo 3】Shiro Ama Tai (Sweet Sea Bream from Yawatahama)A representative of Ehime’s seafood, the sweet sea bream from Yawatahama! It has a soft, moist texture with a lasting sweetness!【Photo 4】Doro Shō Ika (Mud Squid from Ainanshi)Finely cut with precision, it blends pleasantly with the rice in your mouth!【Photo 5】Nanban Ebi (Sweet Shrimp from Niigata)It seems they brought back some sushi treasures from Niigata, as the sweet shrimp made an appearance! Richly sweet, it mixes well with the firm rice!【Photo 6】Aji (Horse Mackerel from Sanbe)Aji with a good amount of fat! It pairs perfectly with the chopped green onions!【Photo 7】Hon Maguro Akami Zuke (Marinated Bluefin Tuna from Mikuma)I’m grateful for the thick slices of marinated tuna at this price! It has a refreshing and distinctly tuna flavor!【Photo 8】Isaki (Saddleback Seabream from Ainanshi)The skin is grilled to a crisp over charcoal, giving it a fragrant aroma with almost no fishy smell!【Photo 9】Kohira (Small Horse Mackerel from Amakusa)Of course, the small horse mackerel is from Kumamoto’s Amakusa. I appreciate that they serve this delicate fish at such a reasonable price! It has a chewy texture and a pleasant mild acidity!【Photo 10】Katsuo (Bonito from Ainanshi)Served with Setouchi lemon and salt. The lemon’s acidity is nice, but there was a slight bitterness that felt a bit unfortunate. However, there was no metallic taste from the bonito!【Photo 11】Kuruma Ebi (Tiger Prawn)Served freshly boiled and peeled, it has a delightful crunch and warmth!【Photo 12】Aka Dashi (Red Miso Soup)Delicious with just the right amount of saltiness! I felt a bit sad realizing that my wonderful Matsuyama trip was coming to an end.【Photo 13】Nitsume Anago (Braised Conger Eel)The eel is fluffy and tender, but the rice has no sogginess, so there’s no worry of it falling apart. The modest amount of tsume (sauce) and a hint of sansho (Japanese pepper) were appreciated!【Photo 14】Matsuyama Age and Kanpyo Inari SushiThe Matsuyama age (fried tofu) adds a juicy texture to the inari sushi! With kanpyo, white sesame, and nori inside, it felt well-balanced overall!【Photo 15】Tamago (Egg)Made with shrimp and yamatoimo (Japanese yam). The texture is light and melts away in your mouth!The course progressed smoothly, finishing in just over an hour! As before, I was amazed at the quality of sushi that felt far beyond the price of under JPY 10,000, showcasing meticulous and reliable craftsmanship! Just a note: payment is cash only. (Of course!) It was a wonderful Matsuyama trip! Less

Traveling in Dogo, Ehime_11After checking out of the ryokan, I headed back to Matsuyama. This bustling downtown area is filled with many bars and seems lively at night. It’s the perfect way to wrap up my trip.I opted for a sushi course featuring only nigiri. Each piece, made with local fish, was absolutely fantastic! \( ¨̮ )/- Black Oolong Tea - Iwamozuku (seaweed) - Kasugo (young sea bream) from Nagahama, Ehime - Shiro Amadai (white sea bream) from Yawatahama, Ehime - Aori Ika (squid) from Ainanshi, Ehime - Nanban Ebi (sweet shrimp) from Niigata - Aji (horse mackerel) from Mikamo, Tokushima - Akami Tuna (red meat) from Minmaya, Aomori - Isaki (grunt) from Ainanshi, Ehime - Kohada (gizzard shad) from Amakusa, Kumamoto - Katsuo (bonito) from Fukura, Ainanshi, Ehime - Kuruma Ebi (Japanese tiger prawn) - Anago (conger eel) - Miso Soup - Matsuyama Age (fried tofu) - Tamagoyaki (Japanese omelette) Nigiri only: JPY 9300 Black Oolong Tea Less

Located in the heart of Matsuyama City, Ehime Prefecture, this sushi restaurant has been on my radar for a long time, and I finally got to fulfill my wish to visit.They offer two types of courses for lunch and dinner: one featuring only nigiri and another with appetizers and nigiri. This time, I chose the nigiri-only course for lunch in mid-May. Here’s the menu:- Simmered Octopus- Spring Child (Nihonbashi)- White Sweetfish (Hachimanbama)- Marinated Chicken Fish (Ainan Town)- Seared Bonito (Imabari)- Young Horse Mackerel (Amakusa)- Swordtip Squid (Hachimanbama)- Horse Mackerel (Sanbe Town)- Marinated Tuna- Sweet Shrimp- Conger Eel- Matsuyama Fried Tofu- Young Horse Mackerel (additional)- Dried Gourd Roll (additional)- EggAt Sushi Ino, they primarily serve local seafood from Ehime. For travelers, it’s a delight to enjoy so many local specialties. The chef’s refined and honest technique really brings out the potential of the sushi ingredients. Personally, I found the vinegared rice to be perfectly balanced. The acidity was just right, and each bite of sushi had a refined aroma that enhanced the flavors of the toppings.The Ehime fish, such as Spring Child and White Sweetfish, are caught in areas where I rarely have the chance to eat them, so I enjoyed the distinct flavors and had a wonderful time.Although not from Ehime, the Young Horse Mackerel left a particularly strong impression on me. It was well-marinated, bursting with acidity and umami, making it one of my favorites. Additionally, the Sweet Shrimp was cooked perfectly; the surface was firm while the inside had a medium-rare, tender texture. The sushi made with Matsuyama Fried Tofu was also original and delicious.This is definitely a place I want to visit again when I return to Ehime. Less

This is the third stop on my Shikoku sushi tour, and it’s the perfect finale.I visited Sushi Ino.First, the 4-kilogram octopus from Ainanchō. Unlike the typical soft-boiled technique, the natural flavor of the octopus is outstanding.Next, the 3-kilogram squid caught that day in Ainanchō. The knife work is impressive, and the moment it hits your mouth, the sweetness and umami explode.Then, a chawanmushi (savory egg custard) made with seaweed from the Shimanto River and clam dashi. It has a rich, comforting flavor.The ankimo (monkfish liver) was exquisite. I was told it was strained and had the oil removed. I could eat a bucket of this!The local anago (conger eel) was grilled on the skin side only, leaving the flesh rare. It was surprisingly delicious.Now for the sushi:- Two types of sushi rice- Spring sea bream from Ehime (nigiri)- Kohada from Amakusa (nigiri)- White sweetfish from Yahatanhama, Ehime (nigiri)- Striped jack from Ainanchō (nigiri)- Swordtip squid from Yahatanhama (nigiri) The squid is sliced right in front of you.- Horse mackerel from Sanbe, Ehime (nigiri)- Red tuna marinated from Mikkawa (nigiri)- Medium fatty tuna from Shimane (nigiri)- Sweet shrimp from Amakusa (nigiri)- Simmered anago from Ehime (nigiri)- Matsuyama fried sushi with kanpyo (gourd)- Tamagoyaki (Japanese omelet) made with shimaebi (sweet shrimp) and yamatoimo (Japanese yam), taking two hours to prepare.The sushi, using two types of rice and probably two types of vinegar, was absolutely exquisite. Each appetizer left me in awe.The variety of Japanese sake is astonishing.This is why I can’t stop food touring. Bravo!After three glasses of sake and one beer, the total was JPY 19,400, or JPY 21,080 per person.I enjoyed it immensely. It was a great meal. Less

Starting with octopus from Ainanchō, followed by aoi ika (blue squid), rich and creamy ankimo (monkfish liver), and anago (conger eel) appetizers that pair beautifully with Japanese sake.The nigiri includes kasubodai from Nagahama, shiro-amadai (white sea bream), kohada (gizzard shad), shima-aji (striped jack) from Ainanchō, the exquisitely fatty and aromatic isaki (grunt), swordtip squid from Yawatahama, aji (horse mackerel) from Sanbe, and even lean fish caught in fixed nets in Shimane, showcasing the charm of the Setouchi region and nearby waters.What stood out the most was the nigiri that brought out the umami of the fish beautifully.Each piece shone with the craftsmanship that focuses on aging, knife skills, and temperature to "complete the umami" rather than flashy presentation.The rice was not overpowering, emphasizing harmony with the toppings.When paired with local sake from Ehime, the flavors lingered beautifully in the mouth.This place is not just a tourist sushi spot; it’s a restaurant worth visiting specifically for sushi in Matsuyama.In a serene atmosphere, you can truly savor the artisan's work. Less

Located on the third floor of a building in the bustling downtown area, this sushi restaurant is my first visit despite having been to Matsuyama several times.As I arrived at the reserved time, I stepped inside. The counter is made from a single thick slab of wood—quite impressive!The chef is skillfully preparing everything, and there’s a nice variety of drinks available.Now, let’s start the course.**Appetizers** Iwa Mozuku (seaweed) Tender Octopus Stew - incredibly delicious! Aori Ika (squid) and Amate Karei (flatfish) sashimi Grilled Anago (conger eel) - the best appetizer of the day Nori Chawanmushi (seaweed steamed egg custard) Managatsuo (butterfish) grilled with Saikyo miso **Sushi** Haru Ko Tai (young sea bream) Shiro Amadai (white sweetfish) Kohada (gizzard shad) Isagi (snapper) Shima Aji (striped jack) - the best sushi of the day Aji (horse mackerel) Katsuo Tataki (seared bonito) Toro (fatty tuna) Kuruma Ebi (sweet shrimp) Anago (conger eel) Matsuyama Age (fried Matsuyama fish) - interesting! Tamago (egg sushi) Overall, the ingredients are abundant with local Shikoku flavors. You can really feel that you’re in Matsuyama. The flavors are generally a bit on the sweeter side, which is delightful. I’m so glad to have found such a great sushi restaurant after a long time! Even after quite a few drinks, the bill was under JPY 30,000. This is the best cost-performance I’ve experienced among the restaurants I’ve visited recently. If I can eat at this price, I’d love to come here once a week! (laughs)I definitely want to stop by again the next time I’m in Matsuyama. It was a great meal! Less

I visited the sushi restaurant "Sushi Ino" located in Matsuyama City! This establishment has received the Tabelog Award Bronze.About a month ago, I made a reservation for a sushi-only lunch through Tabelog, and I visited on a weekday at 12 PM. I first came here in 2024, but I’ve made it a point to return every year since.【What I had on this day】- Mozuku (seaweed)- Haruko Tai (young sea bream)- Tai (sea bream)- Ika (squid)- Shiro Amadai (white sweetfish)- Shima Aji (striped jack)- Akami (lean tuna)- Aji (horse mackerel)- Iwashi (sardine)- Isaki (grunt)- Ebi (shrimp)- Aka Dashi (red miso soup)- Anago (sea eel)- Matsuyama Age (fried Matsuyama tofu)- Tamago (egg)Today, the Isaki was the most delicious. The skin was lightly grilled, giving it a fragrant aroma, and the harmony of the fresh fish was incredibly tasty. To have all this for under JPY 10,000 is just unbeatable in terms of cost performance.It was a great meal! Less

I enjoyed the omakase course at "Sushi Ino" in Matsuyama. Located on the 3rd floor of a building in the bustling Ni-banchō area, this hidden gem features a beautiful white wood counter where you can appreciate the chef's skills up close.The local Ehime sea bream shines, with its rich sweetness brought out by grilling, while the lean cuts are simply seasoned with salt to maximize their natural flavors. The simmered anago (conger eel) is tender and easily separates from the bone, and the low-temperature cooked ankimo (monkfish liver) melts delicately in your mouth. The sushi rice, made with red vinegar, harmonizes perfectly with the toppings, and even the chawanmushi (savory egg custard) flows beautifully. Less

Enjoyed seaweed with vinegar.Sashimi of Matsuyama flounder and Ainan town squid aged for 3 days.Tender boiled octopus from Ainan town.Local anago (conger eel) with cucumber, lightly grilled on one side, with no bone texture—truly amazing.Chawanmushi (savory egg custard) with Shimanto seaweed and clams, seasoned only with salt.Tataki (seared) of Ainan town bonito, light and refreshing.Mehikari (shiny fish) grilled with a marinade, dried for about 2 hours, rich in fat.Nagasaki spring sea bream, marinated in vinegar.Hachimanbama white sweet sea bream, aged for 2 days.Zuke (marinated) isaki (grunt fish) aged for 3 days—was isaki this delicious?Aomori Kodomari fatty tuna, soft and sweet.Amakusa kohada (young sardine).Saba (mackerel) from Sanbin town, marinated in vinegar, rich in fat, unlike any mackerel I've had.Boiled clams, cooked at a low temperature of 70°C twice.Zuke red meat rolls.Large kuruma shrimp—are these really from the Seto Inland Sea?The anago served at the beginning was transformed into boiled anago.Matsuyama-style inari sushi.Castella-style omelet.And that’s it. It must be quite a challenge to source such fish, and the effort put into preparation is remarkable. For this quality, a price in the 20,000 JPY range per person is a great deal. It was a great meal. Less

I visited Sushi Ino, one of only three sushi restaurants in Matsuyama with a Tabelog rating of over 4. It's conveniently located just a 3-minute walk from the bustling Okaido and Yasaka streets, making it a great spot for tourists!To think that this course is available for around JPY 9000 is truly astonishing; in Tokyo, it would easily cost around JPY 20000 for this level of taste and quality. The ingredients, featuring exceptionally fresh local Ehime seafood, are crafted by skilled artisans. The sea bream, horse mackerel, sweet shrimp, and eel were particularly delicious!With only 10 seats at the counter, reservations are essential, especially for lunch!The chef provides excellent explanations as he serves, and the atmosphere in the restaurant is outstanding! If it were in Tokyo, I would want to visit every month. I highly recommend experiencing this when you visit Matsuyama! Less