Recently, I wrote an article for Fresh Cup which wound up titled "Discovering Japanese Iced Coffee". http://www.freshcup.com/discovering-japanese-iced-coffee/
One of the reasons I wrote it is because I wanted to tell the story of how I came to learn about this technique, to give credit to Mr. Hayashi, my teacher in this, and pay tribute to Japan which- along with many other places in Asia- has developed the cuisine of iced coffee much more than Europe or America has. But it was also to lay some of the groundwork to explain how I named the technique I adapted "Japanese Iced Coffee", and why I persist in calling it that.
I think I understand the reticence to call it "Japanese" iced coffee. I've had people tell me it seems fake, or misleadingly exotic, or inauthentic, kind of like Chinese Chicken Salad or English Muffins.
I don't agree, and here's why:
First, it's important to me that I acknowledge the origin of the technique. Although factoring ice meltage into the total brew volume while making iced coffee is simple and obvious, I am quite certain that the Japanese were the first to design brewers with this in mind. It was not until I visited Japan that I had anything like this kind of coffee, and it was a Japanese teacher who helped me figure out how to do it. I say "Japanese iced" out of respect and tribute to this tradition and my teachers.
Second, I think one of the great things about food is that we can explore cultural diversity. I think it's cool that we still call it "espresso" even though we've dramatically adapted the cuisine for American tastes. (can you imagine if we called it "expressed coffee"?) You might say: "why not call it aisu kohi then?" and you would have a good point. I've thought about that, and since "aisu kohi" is simply borrowed from "ice coffee", I think "Japanese Iced Coffee" is probably more descriptive and appropriate.
Third, we don't have a better word. "Flash brewing" sounds to me like someone is opening a raincoat just before making coffee. "Ice brew" is descriptive, but I feel like the beer guys kind of own that term. "Ice coffee" is generic. All of these feel like appropriation to me.
Anyway, those are my thoughts. Good, thoughtful people disagree with me on this and I would love to hear from them to challenge my thinking.