Innovative design and research of Xu Zhimo's celebrity cultural and creative products are carried out, and inheritance and innovation are carried out based on regional culture, to enhance the intrinsic cultural value of the products. Construct a cultural gene pedigree map, visually refine and study the cultural symbol elements in Xu Zhimo's celebrity culture and Haining region of Jiaxing by using design semiotics, and refine the recessive symbol elements by using coupling theory according to the extracted dominant symbol element factor. Using linguistics and product semantics, this paper explores the creative theme behind Xu Zhimo's celebrity culture, and designs and develops products in combination with the regional cultural characteristics of Haining, Jiaxing.This paper explores a new way to integrate celebrity culture, regional culture, and culturally creative products from the aspects of literary works, celebrities' former residences, regional characteristics, and intangible skills, and endows Xu Zhimo with new vitality in celebrity cultural and creative products, so as to activate, inherit and revive Jiaxing's urban cultural self-confidence and cultural heritage.