Matsuno Town in Kitauwa District borders Ehime Prefecture and Kochi Prefecture. The Hiromi River flows through the town, and the town's abundant natural beauty is captivating, with forests covering approximately 84% of the town. This area flourished as a post town during the Edo period. Today, agriculture thrives, with rice, peaches, and yuzu being cultivated. There are also many tourist attractions, including the large Nametoko Valley, a 12-km long gorge designated as part of the Ashizuri-Uwakai National Park. Yukiwa Falls, an 80-meter-long waterfall that flows through the valley, is designated one of Japan's 100 best waterfalls and attracts many tourists. Niji no Mori Park also houses a glass workshop, a fish museum, and a local product shop. Local specialties include lettuce and white onions.