When you take into account the images of the acceptable roles of the Asian nerd-slash-social outcast and Asian clown that are appreciated and contrast them to the Asian male pop stars that seem to have no cachet with the Western mainstream, one of the most obvious differences is that the Asian male pop stars exude sexiness whereas the clowns and the geeks, even though they are completely able to be cool–like PSY–do not. Even the most dangerous of the Asian male stereotypes, the martial artist, is denied any notable sexuality in the movies that become mainstream popular in the West.
Bruce Lee’s most popular movie in the US is Enter the Dragon. He doesn’t get the girl. When Jet Li was still someone that people were trying to make a star in America, he starred in Romeo Must Die and, rather than Aaliyah’s romantic counterpart, he is merely a platonic friend at the end. Apparently pre-screening audiences booed the interracial kiss version which was screened. The producers must have known since they had already prepared an edit without a kiss.
Thus, even when the power of the Asian martial artist or the gunplay of the cop and gangster is appreciated by the white heterosexual male hegemonic power structure that rules the mainstream, the potential threat of Asian male sexuality is clearly not and, therefore, for heterosexual Asian and Asian American men to see mainstream success, it genuinely helps not only to fit one of the pre-ordained acceptable Asian male roles (nerd, martial artist, gangster, and clown), but also to avoid any positive displays of sexuality and presenting yourself in a manner that can be seen as desirable to heterosexual women.
The male vanguard of K-pop–with polished music, image, and music videos, dressed in high fashion and with hard bodies that they aren’t shy in showing off–fit none of these prescribed stereotypes and definitely exude sexiness, as well as frequently contesting the sexiness of hyper-masculinity prevalent in the West (especially North America). And the confident display of Asian male sexuality from these pop stars might simply be enough for Western audiences to find reasons in those cultural differences–whether the fashion, the style of music, or the differences in acceptable masculinity–to reject that particular image of Asians. And that might be one reason why Asian pop keeps losing its bid for a place in Western mainstream music."