Economic globalization has promoted the diversification of culture. With the development of Internet technology, people are increasingly exposed to different types of cultural forms. However, we can not deny the fact that especially in recent years, people have largely neglected the study of traditional culture in our country and more advocated foreign culture, which also caused the rapid sense of loss of traditional culture.

In order to let the public inherit the traditional culture better, this paper aims to study whether the celebrities can play an important role in the inheritance and development of the traditional culture. Considering the domestic star-chasing craze, firstly we explore the star’s festival influence from the perspective of the star’s Sina Weibo influence. Then, by mining the micro-blogs related to the stars, we use the Naive Bayes classifier and natural language processing technology to calculate the emotional value of the micro-blogs and discover the importance of celebrity effect in traditional festivals by studying the positive sentiment ratio of the relevant micro-blogs. This research also has great reference significance in the practice of promoting traditional culture in the future.