According to the theory of cultural memory raised by the German scholar Jan Assmann, ritual and text are two main mediums of cultural memory.Among all kinds of social rituals, annual festivals are most publicly,well organized and often accompanied by narrative literature with historical backgrounds.Thus, they offer the best possibilities for reserving and communicating cultural memory.In modern society, the participation of mass media enables the wide spread of ceremonial events, so that rural festivals become common cultural heritage of the entire population.They attract more public interest than in earlier times.The revitalized traditional festivals transmit cultural messages from the past, and play a symbolic role in the public consciousness of ethnicity, nationality and cultural identity.The maintenance of traditional festivals should be undertaken under the cooperation between the central and local government, experts and media.As a form of cultural transmission and a symbol of nation, their content and performances can be modified according to aesthetic and socio-educational needs.