Abstract: China's outstanding rural traditional culture, characterized for its social background of living with the land, self-contained small-scale peasant economy, and social structure affected by Confucian ethical culture, is in the sustaining pursuit of values such as respecting nature, worshiping the heaven and giving people peace, admiring righteousness and virtue. These values are still playing important role in the current revitalization of rural culture. At present, excellent rural traditional cultures are declining, reflected by out-of-balance rural ethics and moral order, the loss of recognition basis of traditional cultural values, and the impact of the material carrier of traditional rural culture. Now, it is urgent for us to adhere to the overall principle of a community of shared future between urban and rural areas, take villages, traditional festivals and cultural activities as the carrier, and take the cultural industry as the material basis to truly carry forward the excellent traditional culture in rural areas.