Domestic rice industry encounters some problems recently, such as market opening, and rice consumption decreasing. Because government subsidies and farmers’ association is active in the innovation, the introduction of new farming concepts is led into Taiwan. Those new ideas re-integrate rice industry, and enhance the value of rice. This research tries to re-define the value of rice by the transition of rice industry, and create a whole new idea about rice culture. There is little investigation in transition of rice industry so that this research chooses TNG 71 as case study. Besides other related information about rice, hope to find an opportunity of innovation and new marketing for rice industry by this interview. This research demonstrates the connections of every layer in Yuan Fu Shun Rice Mill via a thorough interview. After investigating, even though most rice mills are given the subsidies, it is not enough to assist rice industry. Therefore, it is important to control the quality of rice, and building one’s own brand in rice industry.