As one of the 8 Best Tourism Villages selected by UNWTO in China, the construction of Yucun village shines light on rural tourism development. Full of semiotic characteristics, verbal and visual, the village produces a unique semiotic world. Based on ethnographic observation, the data of this study was collected in 2023 and 2024 during four field trips to Yucun village. Geo-semiotics with fine-grained analysis of different linguistic resources and meaning potential are designed as a theoretical framework, under which semantic network, social functions of various symbols and evolutionary trajectory of linguistic landscape are explained. The results showed how multimodal tools are employed to design signage that evokes nostalgia, illustrates historical continuity, and fosters social connections, which all aimed at inspiring imagination and catering to the needs of tourists. The research helps us better understand the construction of new rural semiotic landscape and its impact on the heritage of rural village culture.