Promoting high-quality cultural resources directly to the grassroots, better meeting the spiritual and cultural needs of farmers, strengthening the rural cultural talent team, and activating the endogenous driving force of rural culture "- Recently, the Central Propaganda Department and seven other departments jointly issued the" Work Plan for 'Literary and Artistic Beautification of Rural Areas' (2025-2027) ", which shows us the broad prospects of rural cultural revitalization. For some time now, a series of "village name" cultural and sports activities have emerged one after another, from "village BA", "village supermarket" to "village evening" and "village T", which is a vivid portrayal of "art endows beautiful countryside". Why have "village names" emerged one after another? Rural culture is a brilliant treasure nurtured from the land, carrying the continuous local sentiment. More and more villagers aspire to a fulfilling spiritual life after becoming prosperous, and people yearn to step out of their love for life and sing out their pride in their hometown on the rural stage. The uplifting spirit is the profound soil for the emergence of "village names". The cultural and sports activities of "village name" are flourishing, and their significance goes beyond enriching the spiritual and cultural life of villagers. Rural culture combines ancient heritage with fashionable charm, and is a unique resource that empowers the comprehensive revitalization of rural areas. The "Village T" fashion show in Guizhou cleverly integrates Miao ethnic bird costumes with modern fashion, while the folk customs of Fujian Changle Youshen bring new vitality to Nuo opera elements and street culture. The collision of tradition and modernity continues to extend the value chain of rural culture. Based on rural culture, the cultivation of artistic IP and the innovation of cultural and tourism formats can become the second half of the "village name" article, injecting endogenous power into rural development. Exploring the integration of agriculture, culture, and tourism by delving deep into the Huizhou architectural culture in Wuyuan, Jiangxi, and integrating rural scenery. New formats such as cultural and creative themed restaurants and tea shops have expanded the channels for villagers to increase their income. Caijiapo Village in Xi'an, Shaanxi Province has established a rural creative space and art practice platform, attracting university teachers and students to work in the village to create and collaborate with villagers, awakening their cultural consciousness and stimulating their creative enthusiasm. When rural culture is revitalized, its "participatory, profitable, and inheritable" characteristics gradually build a unique local magnetic field. This force not only brings back young people who once longed for distant places to their hometowns, but also attracts urban residents to pursue the "desired life" with poetic countryside and humanistic charm. In the two-way rush, high-quality resources such as capital, technology, and talent in cities are sinking, deeply integrated with rural characteristic resources, injecting sustained momentum into the comprehensive revitalization of rural areas. At the same time, we also need to recognize the urgent need to solve problems such as exploring rural cultural revitalization, homogenization of cultural and tourism resource development, and shortage of professional operation talents. In April of this year, the Rural Social Undertaking Promotion Department of the Ministry of Agriculture and Rural Affairs launched a special training course on "Land Flowing Colors - Rural Cultural and Sports Activity Planners", aiming to cultivate a group of local cultural talents who understand policies, are skilled in planning, and are good at promoting, which is a targeted strengthening. In addition, Zhejiang and other places are promoting the cultivation plan of "intangible cultural heritage workshops", and various practices are exploring ways to solve the talent bottleneck. Rural culture not only carries the memory of a thousand years of agricultural civilization, but also activates cultural genes that meet modern needs through creative transformation and innovative development. In the footsteps of the era of 'art endows beautiful countryside', we look forward to seeing more 'village names' and enriching the new landscape of deep integration between urban and rural areas. (New Society)