“Oriental” implies second class citizen (二等公民)
New York Times article:
The word “Oriental” refers to the years when the U.S. passed laws to keep Asian people from entering the country. “It’s associated with a time period when Asians had a subordinate status,” according to Professor Frank H. Wu. The term is also associated with old stereotypes of geisha girls and emasculated men.
Huffington Post: Obama Signs Bill Removing ‘Oriental’ From Federal Laws
“Oriental” is a controversial term
Since Obama signed a bill to remove “Oriental” from federal law, businesses with “Oriental” in their company names are in a difficult situation given that the word evokes racial divide. It is especially problematic for Chinese companies with the word “Oriental” in their English brand. Why give people reason to pause at all?
“Oriental” is an outdated term
Controversy aside, today the word “Oriental” is generally considered outdated and old-fashioned in North America. It is most often used in the names of small Chinese restaurants that have been around since the 1970’s.
Why “Oriented” = Global Brand
To learn why “Oriented” is a powerful global brand, click here.