The work aims to analyze the research status and development trend of the innovative design of cultural products from the perspective of three cultural levels, so as to provide certain reference for the research and innovation in related fields. The concept and category of cultural products were clarified firstly. CiteSpace was used to visually present more than 2 000 articles in Web of Science and CNKI databases and the basic research status of cultural products was analyzed. Then, from the theoretical perspective of three levels of implement culture, behavior culture and spiritual culture, the cultural product innovation development process was sorted out. Finally, the innovation development trend of cultural products was prospected. The progress of technology and the development of internationalization make the innovation of cultural products experience the process from the simple graphic copy to the system innovation of product interaction, from the material carrier innovation to the overall artistic conception creation, from following the trend to forming style. The innovative design of cultural products in future should be based on fully excavating cultural resources with new technology, reshaping the cultural product innovation design process, innovating in cultural products interaction method, exploring new ways of cultural products spread, paying attention to the spiritual value behind culture, better building cultural identity and cultural confidence, creating new multi-dimensional cultural consumption, and launching new international culture products with national style.