10 Factory Dogo 道後店 (Matsuyama, JAPAN) ★★★★☆

Next up, we’ve got about 30 minutes to check out Dogo Haikara Dori Street (Dogo Shopping Street) in Matsuyama, Ehime Prefecture, right near the famous Dogo Onsen hot spring (道後温泉) resort.

One of the most popular spots here is 10 Factory Dogo Store, a premium mikan (蜜柑, a mandarin orange, satsuma mandarin, or tangerine) specialty shop with a sleek, modern, and minimalist look. They are best known for their transformation of Ehime’s famous mandarin oranges into high-quality juices, sweets, and souvenirs.



Their best sellers are their mandarin orange juices and jelly, each made with different blends of oranges. They also vary by the degree of sweetness, acidity, and bitterness. 

Right inside the shop, they display these levels on a clear chart (each rated out of five) so you can choose what fits your taste.

They even include a detailed comparison chart that highlights the striking contrast between varieties in terms of sweetness, tartness, and richness.

Their number-one signature experience is the Mikan Juice Tasting Flight. You’re served a wooden board featuring three different types of 100% mandarin orange juice, with no additives. An omakase-style tasting experience that really lets the oranges speak for themselves.

With the brutal heat today, I thought it would be perfect to grab everyone a bottle of their fruit jelly. It was incredibly refreshing, thirst-quenching and instantly cooling.

We didn’t want to miss the chance to enjoy the jelly at the shop’s sit-down area. 

So this guy immediately claimed a seat and started sipping away.

I decided to try the other signature item here: their mikan soft-serve ice cream. I love the twist cone with mandarin orange (mikan) and milk soft-serve — rich and creamy, with a clean, fruity finish that feels deeply refreshing, especially on a hot summer day.

Food Rating: 6.5/10

Price: ￥￥￥

Address: 12-34 Dogoyunomachi, Matsuyama, Ehime, 790-0842, Japan

Closest Train Station: Dogo Onsen

Tel: +81 (0)89-997-7810

Website: http://10-mikan.com/

Opening Hours: 9:00am - 9:00pm daily