Against the backdrop of rural revitalization，it is undoubtedly the urgent practical tasks to pay attention to how to promote and innovate ethnic intangible cultural heritage and how to achieve the inheritance and development of national cultural traditions with a modern attitude.The New Rice Tasting Festival is a harvest festival shared by many ethnic groups in China.Guided by the theory of cultural function，relying on the methods of field research and literature，and combined with Yi folk tales，this paper records and analyzes the sources and rituals of the Festival in Yuexi county in Liangshan prefecture， revealing the deep cultural connotation， ceremonial function and contemporary values of this festival.Then，according to the current situation，this paper explores the ways of its protection，inheritance and development， therefore promote its value conversion.This is conducive to inheriting the excellent national culture，highlighting the national spirit， and providing spiritual strength and cultural support for the development of local culture and tourism，which are the fuels of the rural revitalization initiative.Meanwhile，they are also of certain practical significance for promoting a healthy，harmonious，and sustainable development of the region.