In view of the prevailing issues of severe homogenization and insufficient cultural distinctiveness in current agricultural food packaging, this study puts forward an innovative approach to promote the upgrade of agricultural food packaging from functional consumption to cultural consumption through intangible cultural heritage (ICH) narrative design. In terms of methodology, the value of ICH narrative in food packaging is first analyzed, followed by the proposal of a design pathway encompassing three aspects: ICH content selection and story construction, narrative graphic and layout design, and material and process selection, with interactive experience being strengthened by integrating technologies such as the Internet of Things (IoT) and augmented reality (AR). In terms of application outcomes, case studies including Shaoxing rice, Luhe souvenirs, Xigui tea, Wuyutai tea, Zhuxianzhen dried tofu, and Jingyang Fu brick tea demonstrate that ICH narrative endows agricultural food products with distinctive cultural features and evokes emotional resonance, while technological means can further broaden the scope of narration. It can be concluded that ICH narrative imparts a non-replicable cultural core to agricultural food packaging, thereby facilitating the transition from functional consumption to cultural consumption. In practice, it is essential to respect community subjectivity, balance tradition and innovation, and conduct prudent cultural and ethical assessments of sensitive content.