The work aims to explore the impact of immersive experience on the design of cultural and creative products in museums based on the immersion theory, and summarize the design strategy of immersive cultural and creative products. Through combing the development history of cultural and creative products and the impact of immersive experience on cultural and creative products in museums, the development of cultural and creative products from static display to immersive experience in museums was revealed. SWOT model was used to analyze the internal and external advantages and challenges of immersive cultural and creative products. Based on the design rules of immersive cultural and creative products in museums, scenario design and emotional design theory was used in combination with the successful practice of archaeological blind boxes to summarize the design strategies of immersive cultural and creative products. In conclusion, immersive cultural and creative products should be designed from three dimensions:multi-sensory interactive experience at the instinct level, operation and experience process at the behavior level, and core cultural expression at the reflection level. The product packaging, functions and connotation should be upgraded in an all-round way so as to replace the physical scene with the cultural atmosphere, create a deep immersive experience space, and trigger the user's spiritual cognition and rich emotions.