A curved surface model generation method and apparatus in a three-dimensional (3D) scenario are provided. The method includes obtaining a curved surface parameter inputted for a to-be-generated curved surface model; and obtaining two-dimensional coordinates of a plurality of sampling points. A first dimensional direction of each sampling point is a direction of a chord corresponding to an arc at a radial cross section of the curved surface model. A second dimensional direction is a curved-surface width direction of the curved surface model. The method also includes determining, for each sampling point, a coordinate value of the sampling point in a third dimensional direction based on the curved surface parameter, the third dimensional direction being perpendicular to the first dimensional direction and the second dimensional direction; and generating the curved surface model based on coordinate values of each sampling point in the first, second, and third dimensional directions.