Shikokuchuo (四国中央市 Shikokuchuo-shi?) --> Shikokuchuo (四国中央市 Shikokuchuo-shi?) is a city located on the eastern end of Ehime Prefecture with a population of about 100,000 people. It is made up of 4 smaller towns (Mishima, Kawanoe, Doi and Shingū) which were amalgamated in 2004. The city is famous for producing paper, and is home to a paper museum which, among other things, houses the world's largest roll of toilet paper. The city also holds many annual festivals, including impressive Taiko festivals in mid-October.