Literally from the article: "This could have to do with what Choc evokes. For some it bears a resemblance to the calligraphic forms of Asian writing systems.

Literally from the article: "This could have to do with what Choc evokes. For some it bears a resemblance to the calligraphic forms of Asian writing systems. However, it’s disputed as to whether Choc was a direct homage to these styles...There’s no denying that Choc has become a typographical shorthand for Asian-themed restaurants."