Located at the top of the alluvial fan of Dogo Plain, Toon is bordered on the east by Matsuyama, and with Saijō through a pass called Sakurasanri, with Kumakōgen to the south, and Imabari to the north.

Ehime Prefecture Tōon has a humid subtropical climate (Köppen Cfa) characterized by warm summers and cool winters with light snowfall.

[6] Per Japanese census data,[7] the population of Tōon grew slowly throughout the late 20th century and has plateaued in recent decades.

The town of Shigenobu was created on September 1, 1956 by the merger of the villages of Kitayoshii (北吉井村), Minamiyoshii (南吉井村) and Haishi (拝志村).

It is also one of the leading production areas of hulless barley in Japan, and other important crops include paddy rice, wheat, vegetables, flowers, and mandarin oranges.

Due to its well-developed transportation network, industry is expanding, and the city is increasingly becoming a commuter town for neighboring Matsuyama.