Matsuno is a town located in Kitauwa District, Ehime Prefecture, Japan. As of 1 September 2022, the town had an estimated population of 3,693 in 1978 households, and a population density of 38 persons per km². The total area of the town is 98.45 square kilometres (38.01 sq mi).

Ehime Prefecture is a prefecture of Japan located on the island of Shikoku. Ehime Prefecture has a population of 1,334,841 and has a geographic area of 5,676 km2. Ehime Prefecture borders Kagawa Prefecture to the northeast, Tokushima Prefecture to the east, and Kōchi Prefecture to the southeast.