The purpose of this paper is to study the application of regional cultural gene in cultural and creative product design, discuss how to shape cultural and creative products with unique regional cultural characteristics and urban charm, and put forward the design method of cultural and creative product design based on regional culture and how to meet the needs of the audience for cultural reproduction. Taking the cultural and creative products of City of Springs (Jinan) as an example and combined with representative works, the aesthetic cultural characteristics are summarized and the genetic composition and gene map of regional culture are deduced based on the genetic concept of biology, the regional culture and its composition are discussed, and the idea of reproducing the gene of regional cultural heritage are summarized. Regional culture is an important gene for cities to distinguish from each other and reveal their personality. In the design process of cultural and creative products, focusing on the performance factors of cultural differentiation helps regional culture achieve visual rehabilitation and reproduction, repair the lost cultural memories, generate psychological belonging while forming cultural identity, make the urban sustainable development, building a high-quality spiritual life for citizens.