This post was written in 2014. Shop details and prices may have changed since then.
The town on the North Shore is not very big, so you can walk around the whole center in about 30 minutes. It had the look of a faded fishing village that tourists drift into now and then. But Matsumoto Shave Ice, on the way down to the beach, is famous around the world.
Umaibo
I went inside and found them selling this.. who would buy it..
The counter
This is roughly the atmosphere. I got one in small.
This is the small size
It is not just flashy to look at, it actually tastes better than I expected. Each color has a distinct fruit flavor soaked in. The problem is that once it melts, the colors blend together into a murky dark mess. I recommend eating it as fast as you can.