The work aims to study the IP image design of intangible cultural heritage (ICH) Huishan clay figurine under the theory of "horizon of expectations" and investigate the effective methods for promoting and applying the ICH, and dig out the contemporary value of Huishan clay figurines, which is of significant importance for the revitalization and development of Huishan clay figurine culture. The practical pathways of ICH IP image design of Huishan clay figurine under the framework of the "horizon of expectations" theory are explored and the artistic characteristics of Huishan clay figurines in terms of thematic representation, stylistic features, and color expression are summarized. Based on the "horizon of expectations" theory, from the audience's perspective, the "horizon of expectations" of the young audience is analyzed, the creative process of artistic works is surveyed, the emotional needs and aesthetic preferences of the audience for cultural IP images are summarized and filtered, and the integrative pathway of "horizon of expectations" in the IP design of Huishan clay figurine is studied and constructed. It is feasible to design IP image of Huishan clay figurine based on the "horizon of expectations" theory is feasible. This primarily demands that the image design aligns with the aesthetic demands of the audience while preserving the cultural characteristics of Huishan clay figurines, promoting regional cultural distinctiveness, and fostering the development of intangible cultural heritage.