The work aims to discuss the factors that affect the emotional perception of digital natives for the new cultural and creative IP role with traditional culture as the background and modern aesthetic interests, as well as the aesthetic interest, cultural identity and value trend characteristics of young groups through a case study on new cultural and creative IP roles of "Mountain and Sea Painting Volume" in "League of Heroes". Python software was used to collect online review data, and Nvivo2.0 analysis tool was used to conduct three-level coding to construct a user emotional perception model with the grounded theory's narrative logic. Three categories of aesthetic modeling, immersive experience, and cultural characteristics were concluded as the core factors that affected digital natives' perception of traditional cultural emotions. The research believes that by grasping the aesthetic characteristics of digital natives, emphasizing the immersive experience under the digital empowerment, and realizing the emotional resonance under the cultural identity, it is of profound significance to strengthen the emotional experience of digital new cultural and creative IP role design.