They don't need to know - if they care, they can learn. How many people knew what "ubuntu" meant before the Ubuntu distribution? How many people know what "ubuntu" means now?
Again, this is not about branding - "libre" is a word that is extremely difficult to pronounce, read and remember for a lot of asians.
Would LibOffice be better or about the same?
How about LibaOffice or LireOffice? (I know both 'li' and 'ba' or 're' are chinese syllables that can be written in pinyin.)
Even if they can't change, maybe there could be an official alt-name for native Asian-language speakers.
LibOffice would be infinitely better in terms of pronounciation.
Not that anyone who would use the root and assume is a library wouldn't already know better, but just sayin :)