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In the rural development discourse, culture is explained as a process for economic development but also factors that can hinder economic development. On the one hand, the culture is able to bring solidarity and shared desire in encouraging rural development so that culture is understood as a collective product of society which reflects shared attachment among the community. On the other hand, the existence of traditional values and cultural norms makes the community slow to accept innovation as well as unwilling to innovate. The understanding of the role of local culture in rural development based on empirical studies has received less attention. This study seeks to explore the uniqueness of the local culture and its role in rural development. Qualitative research is applied to understand the complexity that occurs by using a single case study approach and applying in-depth interviews with key informants. Then, the qualitative content analysis method is used by studying and analysing communication systematically and objectively to the messages that appear by paying attention to the context. In the process, data selection and reassembling processes are carried out to interpret the meaning contained in the message or text. We found that culture has an important role in village development. The culture was formed from local knowledge which is passed down from generation to generation and also the experience of the community. The unique history of society influences the values of the culture itself. Interaction and local culture were able to create economic opportunities for rural development.