If you’ve ever wished Japan’s subculture festivals weren’t all in Tokyo or Osaka, Ehime is ready to answer that wish. On February 23, 2026, EHIME SUBCULTURE EXPO vol.1 “Usapop!” turns the Ehime Prefectural Culture Hall in Matsuyama into a one-day playground for voice actors, Vocaloid producers, idols, cosplay, e-sports and more.
Usapop Brings a Full-Day Subculture Festival to Matsuyama
Branded as one of the biggest subculture gatherings the region has ever seen, Usapop takes over all three floors of the Ehime Prefectural Culture Hall (Himegin Hall) for a single holiday Monday. Organizers expect around 8,000 visitors as the venue’s main hall, sub hall, conference rooms and plaza all transform into different zones of otaku culture.
From Voice Actors to Vocaloid Producers and Idols on One Stage
The guest list reads like a who’s-who of Reiwa-era fandom. Local hero Jun Fukushima and fellow voice actor Ayaka Suwa will hold an afternoon talk show, while a night-time Vocaloid block brings hitmakers like Mikito-P, buzzG, Sekai Denryoku and Suupeas to the stage. On the idol side, the “Setouchi Idol Festival” lines up STU48, GLIM9, Itora, Sukitooru Ao, Welit, Rina Hinatsuki and more, turning the sub hall into a rotating showcase of Setouchi idols.
Cosplay, E-sports and Hands-on “Oshi” Experiences Across Three Floors
Usapop isn’t just about watching performances. Throughout the day you’ll find a cosplay photo area in the main hall, dedicated changing rooms, a dubbing and voice acting experience room, an e-sports zone, doujin and audio CD sales, and a subculture market plus food stalls in the lobby and plaza. In other words, you can cheer your favorite idol, buy a new circle’s CD, try ad-libbing lines in a booth, then end the day sharing photos of your cosplay haul online — all inside the same building.
Date, Venue and Ticket Details for EHIME SUBCULTURE EXPO vol.1
Usapop takes place on Monday, February 23, 2026, from 11:00 to 20:00 (doors open at 10:30) at Ehime Prefectural Culture Hall in Matsuyama. A one-day admission pass costs 1,500 yen in advance (2,000 yen on the day), with elementary school kids free and junior high students needing an adult. Some stages and photo sessions require separate tickets on top of the main pass. Tickets are on sale via e+, with more details listed on the official Usapop website at subcul-ehime.jp.
Planning Your Trip to Ehime’s New Subculture Hotspot
The hall sits in the Dogo area of Matsuyama, a short tram ride from JR Matsuyama Station and close to the famous Dogo Onsen hot spring district, making it easy to turn the event into a mini sightseeing trip. Whether you’re there for Vocaloid bangers, local idols or just to soak up a new regional oshi scene, Usapop aims to condense Japan’s current subculture wave into one very busy, very shareable day.
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