Abstract: With the continuous advancement of agricultural and rural modernization, farming culture has played an irreplaceable role in enabling rural revitalization. From the perspective of humanistic economics, farming culture can both drive industrial upgrading and expand development space in rural areas, its essence lies in the profound humanistic values embedded within it. Promoting the return to value has profound historical logic, aligns with Marxist theory on the comprehensive development of individuals and the counteraction of culture, and serves as a practical response to industrial revitalization and spiritual civilization construction in the modernization of agriculture and rural areas. However, in current practices where culture is expected to empower rural industrial revitalization, there exists a noticeable absence of value orientation. Rural China now face challenges such as the weakening of cultural depth and insufficient momentum for sustainable industrial development, crises in cultural heritage and declining social cohesion, as well as the neglect of human agency and hindered comprehensive development. Therefore, it is necessary to start from reshaping cultural value orientation, forming a collaborative mechanism between cultural innovation and industrial development, strengthening spiritual civilization construction, and stimulating farmers' subjectivity, in order to achieve value return under the requirements of humanistic economics and promote agricultural culture to inject lasting power into the comprehensive revitalization of rural areas.

Key words: farming culture, industrial revitalization, humanistic economics, humanistic values, investment in people