Surface texture plays a crucial role in fluid dynamic lubrication. The non-Newtonian thermal elastohydrodynamic lubrication problem involving rough surfaces with texture has not been investigated to date. In this paper, a model for non-Newtonian thermal elastohydrodynamic lubrication incorporating rough surfaces and texture morphology is developed, focusing on the problem of mixed lubrication in planar extrusion with texture. The model builds upon the Reynolds equation with flow factor introduced. It considers the effects of rough surface texture, thermal effects, and non-Newtonian effects. The Reynolds equation is numerically solved using the Semi-System method to calculate the oil film pressure in full film region and contact pressure in dry contact area. The DC-FFT algorithm is employed to calculate surface elastic deformation. Comparing the calculated friction coefficient of the present model with the measured values in literature experiments, the average error is only 6.94%. Furthermore, the study investigates the effects of texture, temperature, and non-Newtonian on interfacial lubrication performance under mixed lubrication conditions. It’s found that compared to untextured surface, the average film thickness of textured surface increased by a maximum of 10.8%, and the friction coefficient decreased by a maximum of 67.4%; Compared to Newtonian fluids, shear thinning fluids reduce temperature by 0.18%, and shear thickening fluids are more conducive to improving mixed lubrication performance. A stepped pit texture is designed based on the dynamic pressure mechanism of the texture, indicating that the circular stepped pit texture has the best load-bearing capacity improvement.