The work aims to explore new ideas of cultural and creative product design guided by the emotional needs of Generation Z based on the emotional design concept. Firstly, through analyzing the status quo of cultural and creative products of generation Z, the necessity of emotional design was demonstrated. Secondly, depth interview, focus group and questionnaire investigation were conducted to analyze the emotional needs of generation Z consumers from the appearance layer and kernel layer of cultural and creative products. Finally a design strategy of cultural and creative products based on the emotional needs of generation Z was built. Combined with the design practice of the Zhaowangcheng Heritage Park, the feasibility of the strategy was verified. In conclusion, the strategy applies the concept of emotional design to cultural and creative products of generation Z, and proposes to pay attention to the upgrading of pattern creativity and fashion style factors at the appearance level. In the planting layer, attention should be paid to the upgrading of practicality, interactivity, narrative and gamification factors. It is necessary to pay attention to the upgrade of cultural factors in the resonance layer. It has important reference significance for the future design of cultural and creative products of generation Z.