Matsumae Town, Iyo District, borders Iyo City, Matsuyama City, and Tobe Town. Located at the southern end of the Matsuyama Plain, it is the only municipality in Ehime Prefecture without mountains. The Shigenobu River, a first-class river, flows through the town, providing an abundant water source. Even during the unusually severe drought of 1994, Matsumae Town, Iyo District, never had to cut off its water supply. While fishing was once a thriving industry, with the proliferation of factories along the coast, the town has continued to develop as a commuter town for Matsuyama City in recent years. Tourist attractions include the Hasegawa Chikutomo Memorial Museum, the Matsumae Castle ruins, and the Shigenobu River estuary. The town hosts the Insect-Drieding Festival in August, the Autumn Regional Festival in October, and the Green Onion Festival, which promotes local specialties. The town also places great importance on education, with a well-equipped town library.