The work aims to explore the design innovation of souvenir packaging in the internal and external forms, so as to make it beyond image communication and become a collective recognition of cultural significance display platform. According to the attribute characteristics of the national tide and the product characteristics of the souvenirs, the packaging design of the national tide souvenirs was explored around the Luoyang regional cultural cognition and its value extension. First of all, by integrating cultural memory theory and combining qualitative analysis, rooted theory and social network analysis, from the online and offline investigation of Luoyang memory by local residents, the symbols of regional cultural memory were selected, the characteristics were summarized, the types were condensed, and the levels were divided, so as to complete Luoyang regional cultural cognition. Secondly, the value of Luoyang regional culture was extended internally and externally from two aspects of visual form and connotation concept and trend expression. Combined with the cognition of Luoyang regional culture and the extension of its value inside and outside, the design practice was completed by determining the dominant design of Song porcelain peony pattern innovation, peony color extraction, dialect homophonic expression and the invisible design theme based on behavior culture, ancient and modern interaction based on environmental culture and ancient and modern dialogue based on spiritual culture. Integrated into the memory of Luoyang regional culture, the national tide souvenir packaging design inspires people's continuous memory and cultural identity of Luoyang regional culture.