Abstract The connotation construction of college campus culture is an important part of the construction of Xi Jinping’s cultural thought of socialism with Chinese characteristics in the new era. Socialism with Chinese characteristics enters a new era, which is a new historical orientation of the development of college campus culture construction. The main goal of the connotation construction of campus culture in colleges and universities is, on the one hand, to help contemporary college students improve their quality, enhance their culture and correct their ideology under the guidance of the theory and system of socialist culture with Chinese characteristics, and on the other hand, to educate students to correctly grasp the theoretical connotation of the socialist system with Chinese characteristics in the new era and establish a correct world view, outlook on life and values, so as to guide them in the practice of life. In this sense, socialist culture construction with Chinese characteristics and campus culture connotation construction of colleges and universities are consistent in terms of fundamental objectives. At the same time, to promote young students to realize cultural self-awareness and enhance cultural self-confidence through campus culture connotation construction is also a practical requirement to improve the quality of talents cultivation in colleges and universities.