This article discusses 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 these years 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, 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.This article also discusses techniques for translating names from one language to another, including transcription and transliteration.