We aim to develop a model-based planning framework for world models that can be scaled with increasing model and data budgets for general-purpose manipulation tasks with only language and vision inputs. To this end, we present FLow-CentrIc generative Planning (FLIP), a model-based planning algorithm on visual space that features three key modules: 1) a multi-modal flow generation model as the general-purpose action proposal module; 2) a flow-conditioned video generation model as the dynamics module; and 3) a vision-language representation learning model as the value module. Given an initial image and language instruction as the goal, FLIP can progressively search for long-horizon flow and video plans that maximize the discounted return to accomplish the task. FLIP is able to synthesize long-horizon plans across objects, robots, and tasks with image flows as the general action representation, and the dense flow information also provides rich guidance for long-horizon video generation. In addition, the synthesized flow and video plans can guide the training of low-level control policies for robot execution. Experiments on diverse benchmarks demonstrate that FLIP can improve both the success rates and quality of long-horizon video plan synthesis and has the interactive world model property, opening up wider applications for future works. Video demos are on our website: https://nus-lins-lab.github.io/flipweb/.