Emifull MASAKI

Emifull MASAKI (エミフルMASAKI) is a shopping center located in Masaki, Iyo District, Ehime Prefecture, Japan. It is operated by the Fuji chain and opened on April 26, 2008. The name "Emifull" was chosen through a public naming contest and is a coined word combining "smile" (笑み) and "Full". The facility was planned by Masaki Town as a shopping center attraction project; Fuji, a local chain headquartered in the prefecture, competed with the nationwide Aeon Group and was ultimately selected. Construction began in May 2007 after delays caused by resident opposition and land acquisition issues, pushing the opening from an originally planned April 2004 to 2008. The center features a crescent-shaped concourse lined with specialty stores and includes free large lockers for visitors. On its first day, it recorded 100,000 visitors, and during its first Golden Week it attracted 1 million visitors, exceeding the projected 800,000. The site area is approximately 200,000 m² (equivalent to five Tokyo Domes), with a total floor area of about 140,000 m². The main building has a store area of 68,360 m² and is a three-story steel structure, surrounded by separate specialty store buildings. There are 5,000 parking spaces, 204 tenant stores, and 2,200 employees. Annual sales reached a maximum of 30 billion yen (initial estimate) and 34.6 billion yen (fiscal year ending February 2020). Annual visitors are about 14 million. Emifull MASAKI includes a cinema complex, Cinema Sunshine Emifull MASAKI, which opened on February 27, 2010. It introduced a 4DX theater on July 4, 2015, the first in Shikoku, and ScreenX on July 12, 2024, also the first in Shikoku. The center is accessible via Iyotetsu Kominato Line's Koizumi Station, with a free shuttle bus running every 20 minutes, and by Uwajima Bus at the "Emifull Masaki" bus stop. Traffic congestion on National Route 56 is a known issue, and the operator encourages public transportation use. Nearby facilities include Fuji Masaki Store, Masaki Town Hall, and Masaki Park.

Emifull MASAKI was planned by Masaki Town as a shopping center attraction project. In 2000, the project was commercialized and the plan announced. Initially, the opening was scheduled for April 2004, but due to opposition from local residents and delays in land acquisition, it was postponed by four years to April 26, 2008. Construction began in May 2007. The name "Emifull" was chosen through a public contest and is a coined word combining "smile" (笑み) and "Full". The center opened on April 26, 2008, with 100,000 visitors on the first day. During the first Golden Week after opening, it attracted 1 million visitors, exceeding the projected 800,000. The facility was developed by Fuji, which won the bid over the Aeon Group. The main building is a three-story steel structure with a store area of 68,360 m², and there are separate specialty store buildings. In February 2010, the first phase of construction was complete. In August 2009, DCM Daiki and Nitori opened within the site. The cinema complex, Cinema Sunshine Emifull MASAKI, opened on February 27, 2010. A hot spring facility that was originally planned has not been realized. On July 4, 2015, a 4DX theater was introduced, the first in Shikoku. On July 12, 2024, ScreenX was introduced, also the first in Shikoku. The center continues to operate with 204 tenant stores and about 14 million annual visitors.

• 2024

  ScreenX introduced on July 12, first in Shikoku.

• 2015

  4DX theater introduced on July 4, first in Shikoku.

• 2010

  Cinema Sunshine Emifull MASAKI opened on February 27.

• 2009

  DCM Daiki and Nitori opened within the site in August.

• 2008

  Opened on April 26.

• 2007

  Construction began in May.

• 2000

  Project commercialized and plan announced.

Large-scale regional shopping center in Ehime, operated by local chain Fuji, offering a wide range of specialty stores, dining, and entertainment.

Product categories. Specialty retail stores · Restaurants and food court · Cinema complex · Supermarket (Fuji Grand) · Home furnishings (Nitori) · Electronics (Edion) · Drugstore (Lady Pharmacy) · Baby goods (Akachan Honpo)

1. 1エミフルMASAKI 公式サイトemifull.jp
2. 2エミフルMASAKI - Wikipediaja.wikipedia.org
3. 3Emifull MASAKI - Wikidatawikidata.org