Traditional festivities (社火in Chinese), originated from the ancient earth and fire gods worship, have been popular among Chinese rural people during the Spring Festival and influential in rural areas throughout China for thousands of years. Yellow River Basin area is a typical representative. Xinjiang county, situated in the middle reaches of the basin and the only state-level Historical and Cultural City in southern Shanxi, has been well-known for its colorful traditional festivities and temple fairs. From the relevant document study and field investigation in Xinjiang County, the authors found the new content in the festivities and major temple fairs there reveals positive role of the traditional cultural activities from the perspective of revitalizing rural China and the reconstruction of cultural ecology in the countryside.