Languages reveal different value systems represented in linguistic signs. Linguistic signs are full of hidden meanings and implications that need paying attention to in the process of translation into another culture. While interpreting intangible cultural heritage one should consider the differences in the value systems. The article deals with the representation of the regional culture of Siberia in the space of the English language. It is stated that values can be studied via interpreting axiological statements with metaphors and comparative constructions, similes and epithets referring to the toponyms and ethnonyms under study. Such contexts demonstrate the results of axiological interpretation of linguistic units and reveal attitudinal meanings and stereotypes. The authors identify a number of characteristics inherent to the stereotypical image of Siberia in English.