Abstract: Xiangxian culture is a traditional culture with strong local characteristics and unique historical role that has been bred and developed in the long historical process of China's traditional agricultural society. During the historical period, the township culture has played an irreplaceable role in developing and prospering the rural economy, maintaining the normal operation of the rural social order, leading and nurturing rural customs, and so on. In the current vivid practice of implementing the rural revitalization strategy, on the basis of inheriting and promoting the excellent traditional Xiangxian culture, we must vigorously cultivate and develop the new Xiangxian culture with the characteristics of the new era, in order to smoothly promote and realize the goals and tasks of the rural revitalization strategy and gather a wide range of resources and strengths in talents, culture, capital, technology and other aspects.

Key words: rural revitalization, new Xiangxian, Xiangxian culture, industry revitalization, cultural revitalization