This study aims to explore the factors, their relationship and weighting in cultural and creative industries product development. Furthermore, the overall performance evaluation by case study is proposed. This paper constructed three dimensions and sixteen criteria from literature review and experts interview. DEMATEL approach was employed to analyze the relationship and impact of criteria and draw cause-effect diagrams in cultural and creative product development. The results showed that extrinsic level (shape, C1) in dimension and creativity (C16) in criteria were the starting points of product development. The ordering weights of criteria are C3 intrinsic (psychological) level (0.3447), C1 extrinsic (shape) level (0.3437) and C2 intermediate (behavior) level (0.3116). By using DANP method, the factors were computed to find the most important key criteria for the product development: intrinsic (psychological) level (C3) and Product’s theme style (C34). Finally, a case study was discussed by VIKOR analysis to evaluate the performance assessment of cultural and creative product development. Hereby, the improvement strategy was pointed out.