After the 18th National Congress of the Communist Party of China, the cultural industry entered a phase of accelerated development, continuously driving national economic growth. In recent years, folk culture and creative products have garnered increasing attention from young people, as the public has begun to prioritize cultural and spiritual consumption. Lan Jiefu is a traditional Han folk cultural activity in Wenzhou, Zhejiang Province, and is recognized as an intangible cultural heritage of Zhejiang. However, its brand development and promotion have progressed slowly. This paper takes Wenzhou’s Lan Jiefu as a case study to explore the branding and promotion of local folk cultural and creative products. From the perspectives of consumers, consumerism, and cultural confidence, the study analyzes why Lan Jiefu’s brand is worth building and promoting. By examining relevant case studies, it summarizes and analyzes applicable branding strategies. Furthermore, it explores effective pathways for constructing the Lan Jiefu cultural and creative brand—preserving its core cultural values while expanding into broader domestic and international markets.