A navigation method and a navigation apparatus are provided. The method includes: generating a navigation route based on a navigation start-point position and a navigation end-point position; acquiring a navigation scenario of a terminal device in a process of performing a navigation based on the navigation route; acquiring, in response to determining that the navigation scenario is a preset target navigation scenario, special effect data of a virtual navigator matching the target navigation scenario; and presenting the special effect data of the virtual navigator through the terminal device.