Toon City is a bedroom community of Matsuyama City, and it is said that the population is currently about half local residents and half new residents. Toon City has many reservoirs and springs, and two waterfalls, Shirainotaki Falls and Shiraitonotaki Falls. The city's economy is supported by agriculture, industry, and commerce. Rice, wheat, and mandarin oranges are commonly grown, and the city is known as one of Ehime Prefecture's leading producers of naked barley. The city is also proactive in environmental conservation, and since 2008 has been distributing bitter melon seeds free of charge with the aim of promoting green curtains. The city is also home to hot springs such as Kawauchi Onsen Sakuranoyu, which are used as places of relaxation for residents.