As an important part of traditional culture, regional culture, with its rich historical background, can become the source of creativity of cultural and creative products. This paper studies the innovation direction of regional culture in the design of cultural and creative products. Aiming at the problems of serious homogenization of regional cultural and creative products and the lack of distinct regional cultural characteristics, it puts forward and summarizes several expression directions of regional culture in cultural and creative products, in order to provide certain reference for designers in the design of regional cultural and creative products.