1. The sun (and moon and planets and many stars) rises in the east.
2. The east represents what is to come. This manifests in natural (day / night cycles) and cultural (timezones / dateline) aspects.
3. Orienting a map to such an easy to locate (day or night) direction requires no compass or other technology.
4. Orienting a map with such an impactful direction at the top creates a strong literal connection to the territory it represents, rather than to a part-abstracted direction that must be identified and agreed.