The rural tourism souvenirs have reasonable development in the transformation from rural society to tourist destination. On the one hand,we should comply with the sustainable principles during the development process like keeping its rurality, regionality and plurality,inorder to get value-added space of the eco-brand and multi-level tourism experience,as well as avoid vicious competition from homogeneous product. On the other hand, we should consider commercialization, corss-domain circulation and tourism service of tourism souvenir based on folk craft. Though this way, it could protect and inherit the rural element like folk craft and also get a survivable and profitable space for the tourism souvenir.