The cultural and creative industry is an emerging industry globally. However, due to the intangible nature of cultual content, few systematic design methods have been sucessfully applied to the area of cultural product design. This study demonstrates the applicability of the theory of inventive problem solving (TRIZ) to design cultual products. Traditionally, cultual product design largely relies on designer inspiration and experience. By integrating TRIZ problem-solving tools and its knowledge base, this work proposes a novel TRIZ based approach to address this weakness in cultual product design. The proposed method is verified using two case studies. Proven to show that this methodology could help designers integrating culture features in design process, thence it has a high practical value.