Data assimilation plays a dual role in advancing the “scientific” understanding and serving as an “engineering tool” for the Earth system sciences. Land data assimilation (LDA) has evolved into a distinct discipline within geophysics, facilitating the harmonization of theory and data and allowing land models and observations to complement and constrain each other. Over recent decades, substantial progress has been made in the theory, methodology, and application of LDA, necessitating a holistic and in‐depth exploration of its full spectrum. Here, we present a thorough review elucidating the theoretical and methodological developments in LDA and its distinctive features. This encompasses breakthroughs in addressing strong nonlinearities in land surface processes, exploring the potential of machine learning approaches in data assimilation, quantifying uncertainties arising from multiscale spatial correlation, and simultaneously estimating model states and parameters. LDA has proven successful in enhancing the understanding and prediction of various land surface processes (including soil moisture, snow, evapotranspiration, streamflow, groundwater, irrigation and land surface temperature), particularly within the realms of water and energy cycles. This review outlines the development of global, regional, and catchment‐scale LDA systems and software platforms, proposing grand challenges of generating land reanalysis and advancing coupled land‒atmosphere DA. We lastly highlight the opportunities to expand the applications of LDA from pure geophysical systems to coupled natural and human systems by ingesting a deluge of Earth observation and social sensing data. The paper synthesizes current LDA knowledge and provides a steppingstone for its future development, particularly in promoting dual driven theory‐data land processes studies.