The report of the 20th National Congress of the Communist Party of China emphasized "accelerating the construction of an agricultural power and solidly promoting the revitalization of rural industries, talents, culture, ecology and organizations." The Third Plenary Session of the 20th Central Committee of the Communist Party of China further clarified that it was necessary to "cultivate new rural industries and new business formats." The 2024 Central Rural Work Conference clearly proposed to steadily promote rural construction, prosper rural culture, promote the transformation of customs and customs, and build livable, business-friendly and beautiful villages.

Rural cultural revitalization is a soul-casting project for rural revitalization. It plays a fundamental and leading role and is of great significance to promoting the construction of civilized rural customs and the construction of a socialist cultural power. We must explore local cultural resources, cultivate new industries and new business forms, promote the prosperity and development of rural culture, and gather the spiritual strength of the comprehensive revitalization of rural areas.

The rural pastoral landscape, traditional architecture, farming and food culture, and unique folk customs and other cultural resources all contain precious historical memories and profound humanistic heritage, giving unique advantages to the revitalization of rural culture. However, in the process of rural culture construction, some places have not yet understood the cultural connotation and have not yet explored the cultural value in depth. It still needs to be strengthened to promote the creative transformation and innovative development of local culture. When developing cultural resources, some villages are limited to folk display and rough processing of agricultural products. The innovation of business formats and model innovation is relatively lagging behind. They fail to fully demonstrate the unique charm and deep value of rural culture, and it is difficult to build a development model with lasting competitiveness. We must persist in giving full play to the main role of farmers, comprehensively strengthen the protection and inheritance of rural culture, promote the organic combination of excellent agricultural civilization heritage with modern civilization elements, and promote the revitalization and application of rural cultural resources and the innovative development of rural cultural industries.

Lative culture carries rich historical memory and cultural traditions, and is the spiritual bond and identity of rural society. We can deeply explore cultural elements such as rural historical stories, traditional skills, folk customs, etc., and cleverly integrate them into industrial projects such as rural tourism, cultural and creative product development, and agricultural experience, so as to better integrate and spread rural culture and promote cultural soul-building and cultural cultivation. Taking Daoming Town, Chengdu, Sichuan as an example, as the core birthplace of the national intangible cultural heritage "Daoming Bamboo Weaving", the town deeply explores bamboo weaving culture, creates many interactive experience projects for tourists, and builds homestays, catering and other formats to meet the needs of tourists. The new generation of intangible cultural heritage inheritors have innovatively developed various bamboo weaving cultural and creative products. Visitors can not only participate in bamboo weaving experience and enjoy the joy of hand-made creation, but also taste delicious food, enjoy the pastoral scenery, and gain an immersive rural tourism experience.

In recent years, various business formats such as rural tourism, e-commerce live broadcast, intangible cultural heritage study, agricultural experience, and cultural industries have flourished. While promoting the revitalization of rural culture, they have broadened the channels for farmers to increase their income and become rich. Many places have created high-quality "local specialties" and cultural brands, actively used new media to expand publicity and promotion, and achieved a win-win situation between cultural prosperity and economic development.

It should be noted that while integrating traditional intangible cultural heritage, folk culture and other elements, we must also explore and develop diversified new cultural formats to adapt to the ever-changing market demand and continuously inject new impetus into the rural economy. In Shuanglin Town, Huzhou, Zhejiang, the local area has introduced social capital, relying on local cultural customs and rural ancient buildings, it has integrated various cultural elements such as silk, ancient bridges, calligraphy and painting, and opera into the creation of film and television works to create film and television works with local characteristics, fully demonstrating the characteristic style of scenic spots such as "Shuanglin Shuijing Temple", "Hengjie Republic of China Style Street", "Shuanglin Youth Cultural Education Base", and "Fei Xinwo Art Museum", shaping local cultural brands, promoting the development of related industries such as tourism, film and television performance, forming a good cultural ecology, and providing new ideas for the revitalization of rural culture.

In addition, modern scientific and technological means such as the Internet, big data, and artificial intelligence can be fully utilized to create a rural cultural development platform that combines online and offline, realize the effective integration of local cultural resources, and form a rural cultural ecosystem guided by market demand, local culture as the core, talent advantages as the support, and innovation-driven as the driving force.

Rural functions and industrial integration are not simply physical additions. They must achieve the "chemical reaction" between policies through overall planning and systematic promotion. We should improve macro policies, increase investment in public services such as rural infrastructure, cultural venues, and network communications, provide incentive measures such as tax incentives and financial subsidies, and encourage diverse subjects to participate in the protection and development of local culture; follow the laws of rural development, adhere to scientific planning first, and combine the actual situation of local natural appearance, folk culture, industrial foundation, etc., formulate personalized and differentiated development plans to create rural cultural brands with regional characteristics, cultural connotations, and market competitiveness; strengthen the construction of rural cultural talent team, cultivate rural cultural leaders with innovative spirit and practical ability through various forms of education and training, and build a platform to promote rural cultural exchanges and cooperation; strengthen the dominant position of farmers, encourage the development of order-based and cooperative industrial projects, establish a fair and reasonable interest distribution mechanism, and form a good situation where farmers and social forces work closely together, complement each other's advantages, and win-win results.

(Author: Yu Yang, a researcher at the Zhejiang University Base of Zhejiang University Research Center for Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era)