Abstract: The participation of “new rural talents” in the development of rural culture connects the logic of national administration with the logic of rural autonomy and has comparative advantages. This paper makes a case study of the rural reading promotion project of “Walking Book Box”, and finds that the government, through cultivating “Project-based rural sages”, is participating in rural culture construction, promoting the information communication between the government and the villagers, improving service efficiency and promoting service innovation. Different from the traditional rural sages and the endogenous new rural sages, the operation of “Project-based rural sages” is a governance strategy led by the government to complete the task of project governance. “Project-based rural sages”is basically a kind of mobilization participation. Local governments should take the initiative to cultivate new townsfolk to enhance their publicity, governance ability and governance willingness.