In order to respond to call for collection of Fujian IP image themed on "Lucky Lion" announced by the Publicity Department of Fujian Provincial Party Committee, the work aims to explore how regional meme theory can be used to effectively screen out cultural elements and complete their visual translation, so that IP design can have a more sense of identity and output an IP image that conforms to the characteristics of cultural communication in the new era. First of all, a regional meme model was built from matter and spirit perspectives. Secondly, based on the meme, Fujian IP images were screened through questionnaire surveys. Thirdly, analytic hierarchy process (AHP) was used to extract material genes of "Huian Women" and "Red Brick House" from culture, visualization and universality perspectives, and conduct the visual translation. On the basis of color analysis and graphic evolution, Fujian IP image design was carried out, and the regional characteristics of the IP were shaped by spiritual elements. Lastly, the design was evaluated through tracing the same group. Fujian IP design was based on the South and North Lions. South Lion, taking Huian Women as the prototype, highlighted the hometown in the hearts of Fujian people. The North Lion, taken from the Red Brick House, responded to the impression of the Chinese on Fujian. Attempts are made to put forward the IP image design process from the identification of historical "cultural genes" to the extraction of regional "cultural elements" and then to the practice of contemporary "visual translation", which can provide reference for IP design in related regions.