Matsunoyama (松之山町, Matsunoyama-machi) was a town located in Higashikubiki District, Niigata Prefecture, Japan.

One of the main roads in the town is lined with about a dozen traditional Japanese-style hot spring resorts, attracting many visitors.

Matsunoyama is also famous for the massive amount of snowfall it receives, with 2 to 3 meters on average during the severe winter months.

According to legend, a woodcutter discovered the hot springs 700 years ago when he saw a hawk resting its injured wing in it.

It has also been told that the daughter of Uesugi Fusayoshi (the 15th century governor of Echigo Province, current Niigata Prefecture, ja:上杉房能) cured her skin disease by soaking in the hot springs.