Constructing a new culture of marriage and childbearing (CMC) has been widely valued by China in recent years. However, there is still a lack of consensus on basic issues such as the definition and characteristics of the CMC. By drawing on cultural paradigm and related theories, we construct a conceptual framework of CMC, integrating the macro and micro levels, as well as two dimensions of cognition and practice, and define CMC as people's values and behaviors related to marriage and childbearing, along with corresponding social norms and customs. By using Etic and Emic Analysis, we first observe CMC in the context of societal changes, revealing that China's marriage and parenting culture exhibits a blend of traditional resilience and modern adaptability, demonstrating characteristics of both tradition and modernity. Then, based on the data from the National “Observation Notes on CMC” collected in 2024, we examine the CMC from the perspective of young people, revealing changes in the internal mechanism of CMC. In this context, we suggest that the construction of CMC in the new era should follow two basic principles: the continuity in the historical dimension and the unity in reality dimension.