Enhancing household cultural consumption to meet the growing demand for spiritual and cultural well-being is critical for promoting high-quality economic development and modernization with Chinese characteristics.Based on data from the China Family Panel Studies （CFPS），this paper treats the cultural consumption pilot policy as a quasi-natural experiment and employs a difference-in-differences method to examine the policy’s impact on rural residents’consumption.The results indicate that the pilot policy significantly increased rural residents’ cultural expenditures，primarily driven by tourism consumption.These findings remain consistent under multiple robustness checks，including parallel trend tests and placebo analyses.Moreover，heterogeneity analysis reveals that the policy’s effect was most pronounced in eastern regions，where Online-to-Offline （O2O） platforms amplified its impact on cultural and tourism consumption.Tax incentive policies also demonstrated measurable efficacy，whereas measures aimed at stimulating autonomous household consumption yielded negligible effects.Based on these findings，it is recommended to promote cultural consumption reforms tailored to local conditions， tap into the consumption potential of rural residents，and facilitate the adjustment of the consumption structures.