The key to the success of cultural and creative products is to provide differentiated spiritual experience with appropriate creativity, meet people's high-quality and personalized consumption needs, arouse people's yearning for beauty and pursuit of the 24 solar terms theme badge, ancient building tenon and mortise blocks, and the immersive light show of "Meet the Summer Palace"... Not long ago, cultural and creative products rich in Chinese elements were welcomed at the fifth Expo site, It has become a unique landscape of the "Four leaf Grass" exhibition hall, allowing people to feel the unique influence of Chinese culture. For a period of time, from the popularity of physical cultural and creative goods such as copper galloping horse shaped dolls to the popularity of digital cultural and creative works such as the Digital Exhibition of the Thousand Miles Map, the development of cultural and creative products has presented an active scene. After years of precipitation, the development of cultural creative products in China has experienced the evolution from shape imitation to element extraction, from physical goods to non physical form content creativity, cultural services, and digital works, and is upgrading from quantitative breakthroughs to qualitative upgrading. The report of the 20th National Congress of the Communist Party of China proposed that "we should stimulate the cultural innovation and creativity of the whole nation, and enhance the spiritual strength to achieve the great rejuvenation of the Chinese nation." The development of a large number of cultural creative products that highlight the Chinese aesthetic style, adapt to the needs of modern life, and meet the needs of the market reflects the vitality of cultural innovation and creativity, and is also a requirement to constantly enhance the country's cultural soft power and influence of Chinese culture. High quality cultural and creative products need to combine the historical connotation with the aesthetic appreciation of the times in an appropriate creative form to achieve the unity of cultural value and practical value. Creativity is not water without a source or a tree without roots. The rich and unique historical and cultural heritage of Chinese civilization provides the richest nourishment and abundant source for modern cultural creative practice. Only by sinking into the depths of ancient books, understanding the details of cultural relics, and returning to the archaeological site with respect for Chinese culture, can we create excellent products that help people understand Chinese culture and enhance cultural confidence. From the "Flying Sky" and "Nine Coloured Deer" of Dunhuang Research Institute, to the "World's First Blessing" of Prince Gong's Mansion Museum, and to the "Golden Mask" of Sanxingdui Museum, all major museums have made beneficial attempts to promote the creative transformation and innovative development of excellent Chinese traditional culture by focusing on distinctive cultural relics. Cultural and creative products carry people's pursuit of aesthetic appreciation of daily life, and are the combination of creation and appreciation, culture and production, creativity and life. The key to the success of cultural and creative products lies in providing differentiated spiritual experience with appropriate creativity, meeting people's high-quality and personalized consumption needs, and arousing people's yearning for and pursuit of beauty. Light up the night light to know a picture of watching the stars in the Song Dynasty, play board games to learn about the life stories of the four talented people in Jiangnan, the expressions of cultural relics printed on cloth bags are more and more "cute", and the characters in immersive performances are more and more "real"... From the "popular" products in recent years, cultural innovation has evolved from physical form imitation to content creativity and interactive products, precisely based on people's demand for knowledge exploration, emotional expression Further excavation of cultural identity needs. The continuous innovation of cultural and creative products is inseparable from digital technology. The report of the Twentieth National Congress of the Communist Party of China proposed to "implement the digital strategy of national culture". The digitalization of culture portrays a great imagination for the development of contemporary cultural formats