The paper aims to analyze the cultural phenomenon of China chic and explore the multiple ways of empowering brand with cultural connotation in the background of new era, so as to provide ideas for the construction of local brand image. The causes behind the hot spot phenomenon are arranged, the representation and connotation of the culture-enabled brand are explored, the inherent relationship between the cultural elements extraction and the innovation mechanism of the brand construction in the new era is summarized, and the expression way of brand cultural value mining and innovation is perfected. The brand has complex and diverse characteristics, through "extension, cross-border, scene, entertainment", and other design expression ways to carry out cultural empowerment, not only can enhance the brand cultural value, promote emotional resonance, show cultural self-confidence, also provide new ideas for the brand image and even the national image "self-shaping".