Abstract: Since the 1970s, the process of individualization in China had significantly impacted on the rural individuals. It was quite important to explore the social integration of new-gen rural-urban workers with a new perspective. Individualization theory sheds theoretical and practical importance on the integration of the immigrants. Based on the 5-month field study and deep interviews, the authors discussed the characteristics of individualization on the aspects of consumption, social network, individual career and spiritual life. The authors brought out some suggestions to the rural-urban workers' urban integration, such as establishment of state-centered immigration policy, protection of the social rights, cultivation of the social organizations, and development of the family policy.