This article conceptualizes the transformative potential of food festivals for rural food-scapes. The study elaborates on the ideas behind the term "festivalization.” It seeks to under-stand the potential impacts of festivals on the spatial surroundings rather than the opposite, which is most frequently seen in the research on rural food festivals. Festivalization de-scribes a process where transformative forces that trickle into the rural foodscape can be seen as continuance and incentives for change. The article introduces the following para-digmatic lenses through which festivalization and rural transformation can be observed: (1) resource redefinition, (2) upstream mobilizing, (3) spatial interlinking, (4) insubordinative activism, (5) reciprocal mediatizing, (6) redistributive commodification, (7) disruptive in-corporatizing and (8) persistent emotionalizing. When activated, the rural foodscape be-comes a site for integrative identity, where festivals have transformative power. Examples illustrate the points for the academic literature and practice sources. The article outlines implications for both further studies and rural policy-making.