This paper attempts to demonstrate the importance of introducing cultural sense in translation practice, English to Chinese in particular, by examining the problem of non-equivalence at word level in associated meanings and to unveil the cultural aspects projected within. It is also argued that greater importance should be attached to the cultural perspectives in translation and flexible strategies should be adopted in dealing with the problems of non-equivalence in the associated meanings of words of different cultures. This paper attempts to demonstrate the importance of introducing cultural sense in translation practice, English to Chinese in particular, by examining the problem of non-equivalence at word level in associated meanings and to unveil the cultural aspects projected within. It is also argued that greater importance should be attached to the cultural perspectives in translation and flexible strategies should be adopted in dealing with the problems of non-equivalence in the associated meanings of words of different cultures.