If we're not describing people, what do we do next? Do we stop referring to Oriental medicine as such? What about Oriental rugs? Should Orient Watch, a subsidiary of Seiko-Epson, be forced to change its name. I don't have an answer. I'm just wondering what direction this is going.
I don't think I've heard the term "oriental medicine" widely used before. Is that an American thing?
I googled it, and apparently that's a name sometimes used for traditional Chinese medicine (or Eastern traditional medicine more broadly)? In that case – yes, perhaps we should stop referring to it as "oriental", given that an easily understandable official name for it already exists.
And while we're at it, sure, let's stop with "oriental rugs". Those rugs are produced in a variety of different countries/cultures, and I personally think that it would be fair to refer to them as such. On a tangentially related note, it annoys me immensely when people refer to Bessarabian carpets as "Russian carpets". This particular tradition of carpetry originates in Ukraine and its Eastern European neighbors. So yeah, I'd personally love it if we could eventually move on from colonizer language, even if some people find it convenient.
No opinion on Orient Watch, they're a Japanese brand I'm not familiar with and am not the target audience of. Whether their naming convention is reasonable or not is for Japanese people to decide.
Except these are accepted terms. People earn degrees in oriental medicine, such as the Doctor of Accupuncture and Oriental Medicine (see, e.g. The Atlantic Institute of Oriental Medicine). Orient Watch has been around since the 1950s and is popular among Watch enthusiasts. The question becomes how are these terms used, who is using them, and who is really offended by it. Terms/phrases/concepts come in and out of use. In the US, n****r is seen as offensive, and for good reason. Negro has also gone out of use, but then there is the United Negro College Fund, which is a significant organization providing minority College scholarships. Nor do we refer to people as colored persons. Yet we still have the National Association for the Advancement of Colored People. Another significant organization in the US. The question should focus on how these terms are used. Does the phrase "oriental fragrance" cause harm, or is it just a descriptive term in perfumery?


