The work aims to improve the viscosity of glutinous rice starch, so as to meet the requirements of the label adhesive. The glutinous rice starch was esterified by succinic anhydride. The optimal esterification conditions were determined by single factor tests and response surface optimization. The physical and chemical properties of esterified starch were determined, and the structure was characterized. The optimum conditions for esterification modification of glutinous rice starch by succinic anhydride were as follows:the addition amount of succinic anhydride was 10.3%, the esterification temperature was 41.5 ℃, the time was 2.0 h, and the pH was 9.0. Under these conditions, the viscosity of glutinous rice starch glue was higher, reaching 61.6 Pa.s. The solubility and swelling degree were also improved to different extent. According to the scanning electron microscope and thermodynamic analysis, the crystallization structure of starch grains was damaged after esterification. The surface was rough with depressions and cracks. The viscosity of glutinous rice starch glue is improved after esterification modification by succinic anhydride.