Since the 21st century, the science and technology have developed by leaps and bounds. At the same time, with the increasing exchanges among countries in politics, culture, science and technology, trade and so on, cross-cultural communication has attracted more and more attention. It is worth noting that in the process of cross-cultural communication, due to the different cultures, mistakes, contradictions and conflicts are emerging. Different countries, different peoples have their own unique culture, so misunderstandings always happen. The different cultures, values and ways of thinking, often lead to the failure of communication, which seriously affects the efficiency of cross-cultural communication. Therefore, through the analysis of pragmatic failure in cross-cultural communication, this paper tries to find a solution to this problem.