This article examines the specificity of translation of realias – linguistic units reflecting national life, which are generally studied in linguoculturology. Cultural linguistics as a branch of linguistics was formed in the 1990s at the intersection of linguistics and cultural studies and explores the manifestations of the culture of people, which are reflected and entrenched in the language. The idea that language and culture are interrelated and culture manifests itself in language, in general, belongs to V. von Humboldt, but only in recent years, linguoculturology began to develop actively, and its terms such as the linguistic picture of the world, linguoculture began to be comprehensively disclosed in connection with an ever-increasing interest in national customs and traditions. The processes of globalization, the development of intercultural communication, as well as an ever-increasing interest in the culture of other peoples – all this contributes to the improvement of the theory and practice of translation, gives importance to translation studies, since it is possible to understand another culture, another mentality, customs, traditions that have found embodiment in the text. This article also discusses techniques for translating names from one language to another, including transcription and transliteration. Translation as a whole of a literary work from one language to another is a rather difficult problem, primarily due to the need for an adequate transmission of lexemes containing the national and cultural characteristics of the people. Translation of proper names is an equally difficult problem, connected mainly with an ethical aspect, on the one hand, and, on the other hand, a linguistic aspect.