Zhe Xiang You Li

Hunan is a major agricultural province，which has an agricultural population of40million, and8.783million hectares of arable land resources。In history, the legend of"Shen Nong Chong Lei " is considered to be a symbol of Chinese agriculturalcivilization, the ancient cultural sites unearthed in Hunan Chengtoushan is China ’soldest city, the unearthed rice found in Dao county Yuchanyan is considered to be theworld’s oldest the remains of rice fields, these events epitomizes the unique farmingculture of Hunan historical status.However,with the China’s urbanization andindustrialization pace intensifies, self-sufficient peasant economy gradually withdrawfrom the stage of history, significant loss of arable land, the rural populationdropped, the original farming folk culture and cultural survival of the destruction ofthe ecological environment, cultural preservation and continuation of relatively intactwhile the industrial civilization behind remote mountainous areas, but also becauseof the increasingly well-developed communication and transportation, a largeoutflow of migrant workers, business tourism development and so vicious variousfactors and be a huge hit. All these give Hunan agricultural extension anddevelopment of folk culture presents new challenges.In this paper, Based on cultural and ecological systems theory, we discuss theencounter of farming folk culture in the modern life, as well as farming folk cultureindustry sustainability issues into research and analysis, and put forward a newperspective view of culture sustainable design: cultivated lifestyle, as well as culturalcommodification two-track route, helping community-based model for contenthandicraft handmade folk art sustainable business model.Followed by a typicalfarming culture visual perception characteristics, timing concepts, Handicraftthoughts, emotional factors, tales and other aspects of the analysis of features andvalue for farming folk culture of design innovation method. Again from the digitalplatform for building indigenous knowledge and culture of digital brandcommunication two aspects of web-based and new media technologies and culturalpreservation and dissemination of topics for discussion.Final conclusions of the studybased on the above theory, be civil about Hunan Garden tea, rice wine indigenousknowledge systems and cultural construction and design modeling, come "ThisGordon polite" design, complete with private garden, Hunan tea, rice wine as thecore of the local design practice.Issues concerning sustainable culture ascendant, exploration and practice of local design methods are becoming increasingly sophisticated, however, optimistic pictureand the overwhelming cultural and creative design industry project called showncompared to culture and cultural commodity markets holders (ground) it seems stillin another time and space-ideal chemical reaction brought about through designinnovation does not happen on schedule, designed to influence where is?This paperattempts to form a dialectical relationship between culture and lifestyle, puts forwardthe local community should be designed from the " cultural symbols sustainable " to "culture of sustainable eco-system," from " to create products and services as its core "to " to cultivate as a lifestyle core ", in the hope that the current farming folk cultureof sustainable design practice has a certain reference value.