This paper analyzes the current development status and existing problems of traditional cultural and creative products in China, explores the cultural connotation and value characteristics of cultural and creative products of "The Road of Tang Poetry in Eastern Zhejiang", and based on the new situation of the development and construction of cultural belt of "The Road of Tang Poetry in Eastern Zhejiang", puts forward the design strategy of cultural and creative products of "The Road of Tang Poetry in Eastern Zhejiang" in the context of cultural consumption, and also puts forward suggestions and thoughts for innovating the design of cultural and creative products of "The Road of Tang Poetry in Eastern Zhejiang".