To ban ALL original media in derivative works, that would deprive fan-made works of any Touhou quality... I understand that it's wrong to take and use something that is the property of others but isn't that what disclaimers are for?
original media meant the sprites (images), and sounds (music and sound effects) from the Touhou official games
this means you can't copy-paste stuff zun made for his games into your own game
this also means you can freely create your own stuff based from his (like remixes of zun's music, or fanart of his characters)
*he just hates direct copies, you can make your own from scratch
not all touhou fan games are top-down scrolling danmaku shooters, but even games of that type usually employ remakes of zun's original media
zun can't actually enforce the rule, but breaking it is generally frowned upon by both zun and the fanbase - so if you're making a game to please the fanbase, you'll need to come up with original / slightly original media