This study, based on Design Thinking initiative, proposes a newly developed culture-based product design process with six phases (i.e., Understand, Observe, Point of View, Ideate, Prototype, and Test) embraced with three levels of culture (i.e., Outer Level, Middle Level, and Inner Level) to promote cultural features in culture-based product design. The process first started with literature research on culture and cultural market survey to understand and observe the target cultural objects resulting in point of view; followed by Affinity Diagram method, Lotus blossom method, and C-Sketch mashed up with three levels of culture to develop as many creative solution concepts as possible; and then scenario building and storytelling with both AEIOU and 5W1H techniques were introduced to help provide distinct perspective and profound knowledge about the solution concepts with target customers. Finally, the chosen solution concept was prototyped and tested. A case with main topic on Vietnamese Lunar New Year Cuisine was demonstrated to present how this newly developed process works. Keywords: Culture-based Product Design, Design Thinking, Tet – Vietnamese Lunar New Year, Vietnamese Cultures