Mariko, one of the newest tea reviewers on RateTea, whom I met through Tumblr, recently shared a tea review which provoked so much thought, that in the middle of writing a reply comment, I decided that I’d rather make it into a post here. Mariko writes:
I have to admit to being a little biased against this tea based on the name alone. What is this, the East India Trading Company? Are we still living in the Age of Imperialism? Come, now.
As a side note, the East India Company has relaunched, but that’s a whole other topic; an Indian, Sanjiv Mehta, bought the rights to the name in 2005 and relaunched it, describing feeling a “huge sense of redemption” in buying the rights to the name.
The Offending Tea
The tea in question is called Oriental Treasure Green Tea, and is sold by Bentley Tea, a brand of the Boston Tea Company. In an ironic twist, this company has roots in opposition to British Imperialism and the East India Company. The Boston Tea Company was founded by people who salvaged crates of tea that had been thrown overboard in the Boston Tea Party.
I had a similar reaction as Mariko to the tea’s name. I tend to react pretty negatively to things labelled with terms like “oriental treasure”. I have come to associate the term “oriental” with the sort of patronizing attitude that Western society took towards eastern societies (very broadly, anything from the Middle east through east Asia, sometimes even including North Africa) for quite some time, often described nowadays as Orientalism. A key book in this movement is Edward W. Said’s Orientalism (1979). This book, which is somewhat controversial, argues that much of the scholarship on the regions described as “the East”, is tied to Western imperialism, and is based on a false view of these cultures and people as inferior.
I think it would be good for marketing language to avoid evoking associations of imperialism, racism, and a condescending attitude towards Eastern cultures.
I don’t think everyone necessarily has these same associations though. Our world is incredibly vast and diverse, and I am continuously reminding myself that not everyone has come into contact with the same circles as I do, nor will they necessarily be aware of the same sorts of social issues that people in my circles tend to be aware of. I see the term “Oriental” in business and marketing a lot less now than when I was a kid some 25ish years ago, but I still do see it, including being used by Asian companies and Asian-American owned businesses here in the U.S. And I hear the term used occasionally by older Americans.
Other Teas Labelled “Oriental”
A number of tea companies still use the term “Oriental”. The most common reference is in the style of oolong, oriental beauty, although I’ve seen the Chinese name “Bai Hao” used more for this tea in circles of tea connoisseurs and companies catering to a more knowledgeable customer base. Outside bai hao oolong, the term “oriental” is uncommon in the tea world. A RateTea search turned up only a handful of teas other than that oolong which contained the word “oriental”. Incidentally, many of them are sold by Asian companies.
I do think though that the negative associations with the term have been increasing, and I think there are valid reasons behind the concern that there is a certain latent racism, imperialism, or other negative sorts of cultural biases underlying the term. For this reason, I think it would be a good idea for marketing professionals within tea companies and working with tea companies, to be conscious of these issues, and probably to avoid this term. Alienating even a small segment of customers through your choice of tea names is not a great marketing strategy, and it’s likely that this segment will only increase over time. The potential range of choices for a tea name is almost boundless, and I think it’s easy to come up with names that are both more descriptive, and evoke more universally positive connotations.
What do you think?
- Are you familiar with the concept of Orientalism as described here, or is it a new concept for you?
- How did you react to the name of the tea in question here? Do you react negatively to the term “Oriental” in general?
- Do you find it ironic that a company that grew out of a reaction against British imperialism is now using terminology that has come to be associated with such imperialism?