This article traces the essence of the tourist souvenir design, explaining the core of its value, the essence of local culture, and emphasizing the law of souvenir market value that maintains the uniqueness of local culture to attract purchases. By analysing the current situation of design homogeneity and lack of innovation in Chinese market, it proposes an innovative idea, “Back to Design Origins”. Then taking Nanjing souvenir design as an example, it introduces two innovative approaches, “Discovery and Application of New Cultural Elements” and “ Cute Stylization of Traditional Symbols”. In the end, it summarizes several feasible rules on element selection, symbolic method application, and carrier selection, mainly based on the thought of “Back to Design Origins”.
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