目的 探究伴手礼包装在内外形式上的设计创新，使其超越形象传播成为一种被集体认同的文化意义展示平台。方法 依据国潮的属性特点和伴手礼产品特征，国潮风伴手礼包装设计将围绕洛阳地域文化认知及其价值延展两部分展开探究。首先，融入文化记忆理论，结合质性分析，以及扎根理论、社会网络分析法，从本地居民对洛阳记忆的线上、线下调研文本资料中进行地域文化记忆符号的筛选、特质的归纳、类型的凝练、层级的划分，进而完成洛阳地域文化认知。其次，从视觉形态、内涵观念潮流表达两方面对洛阳地域文化进行价值内延与外延。结果 结合对洛阳地域文化认知及其价值内外延展，最终确定以宋瓷牡丹纹样创新、牡丹色彩提取、方言谐音表意的显性设计和基于行为文化的古今同聚、基于环境文化的古今交映、基于精神文化的古今对话的隐形设计主题，从而完成设计实践。结论 融入洛阳地域文化记忆的国潮风伴手礼包装设计激发了人们对洛阳地域文化的持续追忆与文化认同。

The work aims to explore the design innovation of souvenir packaging in the internal and external forms, so as to make it beyond image communication and become a collective recognition of cultural significance display platform. According to the attribute characteristics of the national tide and the product characteristics of the souvenirs, the packaging design of the national tide souvenirs was explored around the Luoyang regional cultural cognition and its value extension. First of all, by integrating cultural memory theory and combining qualitative analysis, rooted theory and social network analysis, from the online and offline investigation of Luoyang memory by local residents, the symbols of regional cultural memory were selected, the characteristics were summarized, the types were condensed, and the levels were divided, so as to complete Luoyang regional cultural cognition. Secondly, the value of Luoyang regional culture was extended internally and externally from two aspects of visual form and connotation concept and trend expression. Combined with the cognition of Luoyang regional culture and the extension of its value inside and outside, the design practice was completed by determining the dominant design of Song porcelain peony pattern innovation, peony color extraction, dialect homophonic expression and the invisible design theme based on behavior culture, ancient and modern interaction based on environmental culture and ancient and modern dialogue based on spiritual culture. Integrated into the memory of Luoyang regional culture, the national tide souvenir packaging design inspires people's continuous memory and cultural identity of Luoyang regional culture.