The effect of electropulsing treatment (EPT) on the microstructure and texture evolution of the cold-rolled AZ91 magnesium alloy strip was investigated using X-ray diffraction (XRD) and electron backscattered diffraction patterns (EBSD). The results indicated that EPT accelerated tremendously the recrystallization behaviour of the cold-rolled AZ91 magnesium alloy strip at a relatively low temperature within a short time of 7s. It also suppressed precipitation of β-Mg 17 Al 12 phase, compared with conventional heat treatment. The recrystallized grains favourably weakened the intensity of the basal texture. A mechanism for rapid recrystallization process during EPT was proposed based on the enhancement of nucleation rate and atomic diffusion resulting from the coupling of the themal and athermal effects.