Abstract: In the context of the new era,it gives the hand-embroidered more forms of expression and deeper cultural connotation,the forms of expression are manifested in the diversity of pattern materials and creative methods,the various collocations of embroidery materials,and the combination with other decorative techniques,cultural connotation includes emotional appeal and experience value.The bag product decorated by hand embroidery can enhance the economic value,cultural value and aesthetic value of the bag product,in order to adapt the market to the product individuality demand tendency, and to revitalize the vitality of the new era.