Abstract: As a part of Chinese excellent traditional culture, it is necessary to promote rural culture’ s innovation and development. The unique value of the new rural sages themselves has injected inexhaustible impetus to the innovation and development of the farming culture. In the process of promoting the innovation and development of farming culture, the new rural sages show their unique features of The Times. They have made great contributions in protecting the farming cultural heritage, developing the farming cultural industry, inheriting the farming culture and carrying out the farming education, and are the practitioners and leaders of the forward development of rural farming culture. However, in the process of the new rural sages participating in the innovation and development of rural culture, there are also some practical difficulties and problems, such as lack of system mechanism, social cognitive deviation and internal motivation. Based on the current social development situation and difficulties encountered, the paper put forward some policy suggestions on establishing and improving the relevant system and mechanism, breaking the cognitive bias and activating the endogenous motivation of the new villagers, so as to provide beneficial theoretical reference for the innovative development of the farming culture in the new era.