Traditional craft as the intangible cultural heritage is an important component of China's excellent traditional culture, with diverse values in history, art, science, society, and genetics. It is a valuable resource pool for modern design to promote the revitalization of traditional crafts, carry forward Chinese aesthetic education, and display Chinese style. The work aims to activate excellent traditional craft through design practice, and explore the Chinese cultural characteristics in Chinese design education and design industry. Guided by the inheritance and innovation of traditional Chinese craft and closely combined with the Chinese policy of rejuvenating traditional culture, traditional craft forms were used as design elements and innovatively applied in design practice to guide the exploration of Chinese cultural characteristics in Chinese design education and design industry. To cultivate "innovative and entrepreneurial" design talents meeting the needs of China, Chinese cultural genes were injected, traditional cultural energy was accumulated and design methods were used to inherit, innovate, and promote Chinese excellent traditional culture. Based on a clear disciplinary direction and professional construction, and through platforms such as the transformation of major social service project design achievements, the design value leading path that meets the needs of national cultural construction and development in the new era, and promotes excellent traditional culture is explored.