This paper explores the new quality development of Zhejiang rice food culture and the innovation paths of the value chain from the perspective of the integration of the primary, secondary, and tertiary industries, following the historical context of the origin and development of rice food and dietary culture. By reviewing historical literature and folklore materials, as well as conducting field investigations into the dietary culture and current situation of the rice food industry in Zhejiang Province, the paper systematically outlines the evolution and development of Zhejiang rice food culture from ancient times to modern society. It proposes value chain optimization strategies on both the supply and demand sides, such as the application of new technologies, the development of new business formats, and new sales models, to promote the value innovation of Zhejiang rice food culture and better meet the growing diverse and personalized needs of the people.