In this essay we argue, Beijing is attempting to fundamentally alter the global public understanding of Tibet, and is doing so by adopting a well-honed strategy of linguistic imperialism, one that operates at three separate levels: the discursive, the territorial, and the civilizational. But why is Beijing intent on displacing a name with deep history and wide usage, and why is it unwilling to let Tibet stand as the name of the Tibetan people’s homeland?