The new urbanization (NU) will lead to changed land use types, affecting the ecological environment and ecosystem service value (ESV). The NU is affected by the ecological environment because of resource scarcity when the ecological environment is damaged. NU levels and ESV were used to evaluate the degree of urbanization development and value provided by ecosystem services (ES), respectively, and to analyze their coupling and coordination relationships. This study shows that (1) the Nanchang city NU increases annually, at an accelerated rate, while the city scale continuously expands. Among the various NU subsystems, economy and spatial urbanization are primary, and the remaining subsystems are secondary. (2) In terms of the area of each land use in Nanchang, arable land is the most widely distributed, followed by forest land, and water. The land type with the greatest change was development land, followed by arable land. (3) ESV declined during the study period, with water and forest land being the main ESV components. Hydrological regulation had the greatest contribution among the individual services, while maintaining the nutrient cycle had the minimal contribution. The high-value areas of Nanchang ecology were mainly located in the northeast corner and the water location in the southeast, while the low-value areas were mainly located in the central Nanchang county area. (4) The coupling degree (CD) of Nanchang’s NU and ES showed an inverted U-shaped development trend, first increasing and then decreasing. The coupling coordination degree also showed the same trend and exhibited fluctuation in the evolution process. © 2022 by the authors.