The use of role models for learning and publicity is widespread in China. By comparing four sets of primary school textbooks complied and published by People’s Education Press between 1999 and 2005, this study reveals the similarities and differences between these textbooks with regard to the positive role models covered and the virtues conveyed. The major role models in both versions of the textbooks can be characterized as representing four main types of persons: children, Han Chinese, males, and modern people. However, the occupations of these role models are more diverse in the new textbooks, and the more recent editions place more emphasis on moral values such as “protecting the environment,” “loving peace,” and “promoting democratic cooperation.” The implications of the findings and the potential problems arising in the textbooks are discussed at the end, particularly noting the changing mode of regulation with regard to the individual-collective relationship.