Abstract: From the perspective of regional culture, based on the correlation among narrative design, cultural symbols, and users, this paper discusses the narrative design method of cultural and creative products in Sanhe ancient town. By mining the cultural types of Sanhe ancient town, perceiving cultural connotations, and extracting cultural symbols, this paper conducts research and design practice on cultural and creative products in this area, explores narrative design strategies of cultural and creative products with local characteristics, and summarizes the general methods of narrative design for cultural and creative products in Sanhe ancient town. It is aimed at improving the innovation, connotation and aesthetic features of cultural and creative products in Sanhe ancient town from multiple perspectives and aspects.

Key words: narrative design, regional culture, Sanhe ancient town, cultural and creative products