Discrimination is unfortunately very real. Whether it will impact your company, or what lengths you should go to in order to appear "Western," is dependent on y

Discrimination is unfortunately very real. Whether it will impact your company, or what lengths you should go to in order to appear "Western," is dependent on your product, your intended market, and your marketing strategy. It could be sufficient to hire native English speakers to write your documentation and marketing materials, or it might be a good idea to rent virtual offices, hire more Westerners for your staff, etc. Don't be so paranoid as to go to extremes unless you feel pushback. Many Asian companies are quite accepted and successful on their own in the West, so assume the best unless proven otherwise.