Tobe Town, Iyo District, Ehime Prefecture, borders Matsuyama City and Iyo City and is located almost in the center of the prefecture. It is a place rich in nature, with mountains and rivers. In the past, forestry and agriculture, such as mandarin oranges and persimmons, flourished here. Nowadays, the town is centered around food manufacturing and ceramics, such as Tobe ware. Tourist attractions include the Ehime Prefectural Tobe Zoo, home to polar bears and Japanese river otters, and the Ehime Prefectural General Athletic Park, which has a campground and sports facilities. Events in the area include the Shichikini Ume Festival, held from February to March. Tobe Town's specialties are Tobe ware, designated as an intangible cultural property by Ehime Prefecture, and tarai udon noodles.