The paper aims to study traditional cultural genes empowering the creative design ideas of regional cultural and creative products and enhance the market value and cultural taste of cultural and creative products, so that products rich in regional cultural characteristics can enter people's daily life. Analyze the research direction and design ideas of the existing literature, and explore and summarize the breakthroughs in the design and innovation of regional cultural and creative products. With the concept of genetic genes in biology, the process of reverse transcription of biological genes is analogous to the process of extracting regional cultural genes, and regional cultural genes are divided into four categories:main genes, attached genes, mixed genes and variant genes. Four design ideas are proposed, namely, extraction and reconstruction of typical genes, extension of connotation and situational resonance, cultural integration and innovative application, and science and technology driving the upgrading of cultural innovation. The regional culture of Southern Fujian is analyzed and verified as an example.On the basis of meeting the needs of users and the market, integrating regional cultural genes into the design of cultural and creative products can highlight regional characteristics and seek popular cultural recognition, with technology to help increase the added value of products and promote the development of regional cultural and creative industries. It is hoped that the design ideas can provide references and directions for the design of cultural and creative products in similar regions.