Plus ArenaNet was founded by ex-Blizzard employees, including the original architect of Battle.net and the lead programmer of WoW before it was released. So yeah, it's as western as WoW. Though you could also use common sense and notice that in the new trailer all those people were American (well aside from Father Grigori) to figure out it wasn't being made by Koreans.

Either way, gamescom starts next week with a live demo of the game, so hopefully a lot more info will emerge in the coming days, the rumour is also that there will be another class reveal.