Abstract: The paper analyzes the cultural and aesthetic characteristics of Mazu costume. Based on modern aesthetic custom and design concept, it summed up three innovative approaches for designing cultural and creative products, namely the simplified method, the reconstruction method and the derivative method, which were then applied to the designing of some products. Results indicate that the three methods could enhance the integration of Mazu culture and modern design, help activate the modern vitality of Mazu costume culture and promote the development of cultural and creative products.

Key words: Mazu culture; Mazu costume; aesthetic characteristic; cultural and creative product