This application provides a picture processing method and an apparatus. At an encoder side, the method includes: The encoder side obtains a to-be-processed picture, obtains a plurality of groups of visual sensory experience parameters, and encodes the to-be-processed picture and the plurality of groups of visual sensory experience parameters. At a decoder side, the method includes: The decoder side obtains a to-be-processed picture, obtains a zoom-in operation instruction, obtains one or more groups of visual sensory experience parameters corresponding to one or more local pictures, and separately processes the corresponding local picture based on the one or more groups of visual sensory experience parameters to obtain a processed local picture. In this application, a picture presented by a zoomed-in region can be used to simulate visual sensory experience for a real scene that is of a to-be-zoomed-in region and that is perceived by human eyes. This resolves a problem that a zoomed-in picture is unclear and blurred, and can improve visual zoom-in experience of a user.