In light of emotion-driven consumption, to foster a profound emotional connection among the masses with the red culture, this study aims to introduce the Legan theory to produce the design method and strategy of innovative red cultural and creative products. The current state of red cultural and creative products was analyzed from the theory and the practice. Based on user needs and the current problems of red cultural and creative products, the levels of Legan needs and their triggering mechanisms in cultural and creative products were analyzed, and the levels of Legan needs integrated into cultural and creative products were summarized, including sensory knowledge level, emotional quality level, and spiritual ontology level. The design strategies were explored from three aspects such as source nurturing-element recognition, deep excavation-cultural communication, and source expansion-emotional resonance. The Legan theory could be integrated into the entire process of constructing "Xiyu Li" red cultural and creative products, finally generating the cultural and creative products satisfying users' pleasure needs. The design thinking process for red cultural and creative products was innovated through the adaptive utilization of Legan theory, thereby promoting the development of the Legan system of red cultural and creative products, and fostering the protection and dissemination of red culture.