A personalized recommendation method and system, and a terminal device are provided. The method includes: The terminal device sends service content request information to a service system; the terminal device receives service content response information sent by the service system, where the service content response information includes a service content candidate set, the service content candidate set includes a plurality of pieces of service content, and the service content candidate set is obtained by the service system based on a user behavior event reported by the terminal device; the terminal device determines one or more pieces of service content from the service content candidate set based on user-authorized data; and the terminal device displays the one or more pieces of service content to a user.