This research examines perceptions of ecosystem services (ES) and social well-being in the Wuyishan National Park, China. This study analyses the importance of and linkages between them based on the impact of new designation of protected areas on this social-ecological system. Realisation of rural well-being is critical to park-people relations in populated protected areas, and effective resolution is needed to achieve positive conservation outcomes. We conducted 372 structured interviews with community members with different livelihood strategies. Key findings from the research include: (1) the importance of provisioning (e.g., tea, rice, timber) and cultural ES (e.g., local culture, eco-tourism) is related to both current livelihood necessity and future development pursuit. (2) The perceived material well-being is higher than spiritual well-being, and high social well-being is closely related to high-income groups and those that think highly of cultural services, i.e., those engaged in non-agricultural activities (e.g., tourism) and tea cultivation. (3) Cultural values are better preserved in tea and rice cultivation and tourism, but in general, they are not incorporated to improve social well-being. The results suggest that Protected area (PA) management of local communities must seek cultural valorisation for differentiated livelihood strategies for rural people's sustainable livelihood and stability of the social-ecological system.