This research focuses on the value perception of intangible cultural heritage participants in the experience process, uses the means-ends chains to explore the participants' value perception structure, and constructs a value implication of Canton Embroidery. Based on the means-ends chains and content analysis method, the article uses a step-by-step interview method to understand the cognition, inner expectations and value needs of 20 Canton Embroidery intangible cultural heritage participants, and examine their motivation and purpose of participation. The cognition of intangible cultural heritage participants on Canton Embroidery obtained from the interviews is summarized into 12 attributes, 10 benefit consequences and 6 experience values. Furthermore, the most important of chains is "traditional stitching—autonomy/ second creation—aesthetic enjoyment, sense of place" and "manual skills—stimulate continuous motivation—pleasure and enjoyment, inner harmony", the participants in the experience pay more attention to the aesthetic value conveyed by Canton Embroidery and the regional value carried. Through the study of the experience value of intangible cultural heritage participants, a value map of Canton Embroidery experience level is emerging, and meaningful cultural consumption experience strategies are explored from a methodological perspective, so as to provide a basis for the feasibility of Canton Embroidery cultural consumption experience.