Zhushan Town used to be a prosperous. Howerver, the decline of bamboo industry, the completion of highways, which led to a decrease in tourists, the earthquake in 1999, which made many residents move away, and Taiwan’s accession to WTO made Zhushan Town suddenly fall into the abyss of recession and depression. After many years of silence, there have been reports in the media about the social innovation phenomenon in Zhushan Town. This research will examine the social innovation phenomenon in Zhushan Town, explore the roles and relationship of these roles, and organize the role and relationship structure through single case study and semi-structured interview. The results of this research are intended to assist decision makers in dealing with social innovation and rural transformation issues