As a national intangible cultural heritage of China, Gannan Tea Picking Opera, with its unique music, performance style and strong local characteristics, highlights the deep cultural heritage of Gannan region. However, in the context of the accelerated pace of modern life and the increasing diversification of entertainment modes, the inheritance and development of traditional opera face many challenges. Based on the KANO model, this paper discusses the process and strategy of designing the virtual image of Gannan Tea Picking Opera, aiming to enhance the communication power and attractiveness of the opera through digital means, and to increase the public's attention to and recognition of Gannan culture. In this paper, the historical background, artistic characteristics and cultural connotations of Gannan Tea Picking Opera are firstly studied in depth, and the cultural symbols embedded in its costumes, props, expressions and movements are analyzed. Subsequently, the KANO model is introduced to classify and analyze the users’ demands, and through questionnaires and interviews, the users’ basic demands (e.g., authenticity and traditional elements restoration), desired demands (e.g., interactivity, expressiveness and modern aesthetic combination) and charming demands (e.g., innovativeness, personalized design and unique expression of cultural symbols) of the virtual image are clarified and the coefficients of satisfaction for each demand are calculated for sorting and weight division. On this basis, the design of the virtual image of Gannan Tea Picking Opera is carried out. Based on the KANO model, this paper formulates the overall program of virtual image design and conducts user testing and feedback collection. The test results show that the designed virtual image performs well in terms of user satisfaction and acceptance. Most users believe that the virtual image retains the traditional flavor of the Gannan Tea Picking Opera, but is also modern and interactive, which can effectively stimulate their interest in this traditional form of opera. Especially among the young user group, the virtual image has significantly increased the popularity and influence of the tea picking opera through the dissemination of social media and short video platforms.