Abstract: With the steady progress of common prosperity strategy, the mutual integration of common prosperity and cultural consumption upgrading will be increasingly prominent. The strategy of common prosperity will inevitably lead to the upgrading of cultural consumption and, in return, the upgrading of cultural consumption will effectively promote the realization of the goal of the new stage of common prosperity. Toward common prosperity in the new stage, “featured” social structure is the key factor driving cultural consumption upgrade, according to the article. Letting the high income population play the exemplary role in cultural consumption upgrade, establishing the middle-income population as the main body of cultural consumption upgrade, and providing social support to low-income population for cultural consumption upgrade – these are the drives in the new stage of development of cultural consumption upgrade. At the same time, cultural consumption upgrading must adhere to the step-by-step principle and the relationship between co-construction, sharing, fairness and efficiency must be correctly handled.

Key words: common prosperity, cultural consumption upgrading, “featured” social structure