Matsuno (松野町, Matsuno-chō) is a town located in Kitauwa District, Ehime Prefecture, Japan.

[2] Per Japanese census data,[3] the population of Matsuno peaked around the year 1950 and has declined by roughly 65 percent in the decades since.

The villages of Meiji (明治村) and Yoshinobu (吉野生村) within Kitauwa District were established with the creation of the modern municipalities system on October 1, 1889.

Proposals to merge with neighboring Kihoku and/or Uwajima were shelved in 2010 after a highly contentious referendum, leaving Matsuno is as the least populous town in Ehime.

Matsuno has a mayor-council form of government with a directly elected mayor and a unicameral town council of seven members.

In terms of national politics, Matsuno is part of Ehime 3rd district of the lower house of the Diet of Japan.