Objective/Meaning As a vital part of China’s fine traditional culture, agricultural culture embodies the spiritual essence and practical wisdom of farming civilization. Amid the rapid growth of new media and full advancement of rural revitalization, its inheritance faces problems such as limited communication channels, audience gaps and weak vitality.

Methods/Procedures From the perspective of new media empowerment, this paper adopts literature review and case analysis. Combining new media communication rules and features of agricultural culture, it explores practical paths for cultural inheritance and innovation in three aspects: content development, expression innovation and integrated communication.

Results/Conclusions New media helps create distinctive cultural IPs and explore spiritual connotations to enrich cultural content. Cross-industry integration, scene restoration, youth-friendly expression and intelligent technologies renovate communication modes. A multi-platform linkage system and improved supporting mechanisms build a three-dimensional communication framework. This study facilitates the dynamic inheritance and innovative development of agricultural culture, and offers theoretical and practical references for digital communication of similar local cultures.