Tobe-yaki: Visiting Tobe, Ehime’s Pottery Town, from Matsuyama (Kilns, Painting Workshops and Festivals)

Quick answer: Tobe is a pottery town about 30 minutes south of Matsuyama, famous for Tobe-yaki — white porcelain painted in indigo blue, made here for about 250 years. Start at the Tobe Pottery Traditional Industry Hall (¥300, closed Mondays) to see work from dozens of kilns, then visit the kilns and shops themselves. You can paint your own piece from about ¥400–660. The autumn Tobe-yaki festival is on 7–8 November 2026. Buses from Matsuyama take about 45 minutes (¥980).

I’ve been round Tobe’s kilns and pottery shops and bought pieces to take home. What I found interesting was how every kiln has its own style — same white porcelain and blue paint, but very different designs from one workshop to the next. Here’s how to visit.

What is Tobe-yaki?

Tobe-yaki (砥部焼) is white porcelain with hand-painted indigo designs, made in the town of Tobe in Ehime. Porcelain-making here began in 1777, when, after the lord of the Ozu domain ordered the kilns to switch to porcelain, the potter Sugino Josuke succeeded in firing it. It was named a national Traditional Craft in 1976.

Besides the classic indigo painting, you’ll also see styles with red overglaze and more modern designs, depending on the kiln.

Where to start: the Traditional Industry Hall

The Tobe Pottery Traditional Industry Hall (砥部焼伝統産業会館) explains Tobe-yaki’s history and shows work from about 80 kilns, so it’s a good way to find the styles you like before visiting the kilns themselves.

• Hours: 9:00–17:00. Closed Mondays (the next weekday if Monday is a holiday) and 29 December – 1 January.
• Admission: ¥300 for adults.

Visiting the kilns and shops

Kilns and shops are scattered around the town, many selling direct. I went round several and bought pieces to take home — seeing how different each kiln’s work is was the interesting part.

• A tile-paved path (about 500 m) runs from the Industry Hall area past the potters’ memorial hill.
• Some kilns ask you to call ahead before visiting, so check before you go.

Painting and wheel workshops

• Your piece has to be fired, which takes about a month or more, and it’s sent to you afterwards (shipping is extra). Ask whether they can send it to your home country before you book.

Tobe-yaki festivals

• Autumn: 7–8 November 2026 at Totokaido Yutori Park.
• Spring: usually the third weekend of April (it was 18–19 April in 2026, with around 100,000 pieces on sale).

Getting there

• By bus: Iyotetsu bus from Matsuyama-shi Station (stop B4) to Tobe Densan-mae (砥部伝産前), about 45 minutes, ¥980 (¥20 off with an IC card). Buses marked こどもの城 (Kodomo-no-shiro) end at the zoo and don’t reach the Industry Hall.
• By car: about 10 minutes from Matsuyama IC, or about 30 minutes from central Matsuyama. A car makes it much easier to get between kilns.

See Renting a Car in Shikoku.

Combine it with Matsuyama

Tobe is a half-day trip from Matsuyama. Spend the morning in Tobe, then return for Matsuyama Castle and an evening at Dogo Onsen. Ehime’s prefectural zoo, Tobe Zoo, is also in the town.

See Dogo Onsen and Matsuyama and Uchiko and Ozu. For another Shikoku pottery village, see Otani-yaki in Naruto.

FAQ

What is Tobe-yaki known for?
White porcelain with indigo-blue hand painting, made for everyday tableware.

How long do I need in Tobe?
A half-day for the Industry Hall and a few kilns; longer if you do a workshop.

Can I try painting my own piece?
Yes, from about ¥400–660. It’s fired and shipped to you about a month later.

Can I get there without a car?
Yes, by Iyotetsu bus from Matsuyama (about 45 minutes), but the kilns are spread out, so a car helps.

Fees, hours and bus details checked on the Tobe Town, Iyotetsu and Ehime tourism websites on 26 October 2026.

Kaz

Tokushima local with family roots in Hiroshima

I live in Tokushima and my family is from Hiroshima, where I also used to live. I still go back several times a year. The guides here come from places I have actually been. Where I haven't tried something myself, I say so.