On topic of the label "Asian cuisine": here in Macau and Hong Kong, we would simply say "western cuisine" when referring to anything we considered not-Asian. I believe Japanese have a similar system, but having self taught Japanese and mostly reading kanji as if they're Chinese, I don't know the romaji for Japanese cuisine and western cuisine in their language.
On "authentic", I personally only treat the term as a marketing word, I doubt anyone is going to eat his food and then go and shit on the originals for being fakes. Plenty of steakhouses and pizza place here in Macau, opened by Chinese, call themselves authentic.
I personally am not too miffed about his restaurant's choice of cuisine, I don't see what harm that can be done. People are going to claim whichever flavours they like as the real taste, and while annoying as it may be, it's not that big a deal, is it?