Consumers with multicultural experiences are increasingly involved in the process of value creation, yet there is a lack of understanding of how multiculturalism affects consumer creativity. Based on the dual perspectives of multiculturalism and loose-tight culture, this paper illustrates the mechanism of multicultural experience on consumer creativity and the moderating effect of loose-tight culture on this relationship. Two studies were conducted to validate the theoretical model. The results revealed that multicultural experiences enhance consumer creativity, cognitive complexity mediates the relationship between the two, and loose-tight culture moderates the relationship between multicultural experiences and consumer creativity. The results provide a new perspective about culture and consumer creativity, expanding the study of culture and consumer creativity from the cultural value dimension to the social norm dimension, enriching the research on creativity as a cognitive process at the consumer level, providing guidance and reference for companies to better stimulate and utilize consumer creativity.