While there are different theories for the reasoning, the clients I work with all agree with the premise of not being able to fit the hyper-masculine culture perpetuated by Western society.
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Unfortunately, this kind of gender racism will continue unless we see Asian men in leading romantic roles.
The most prominent one I can recall was Jet Li's character in the 2000 movie, "Romeo Must Die" where he was initially to kiss the late Aaliyah but the ending was re-scripted to a hug when producers feared mainstream American audiences would find the kiss too uncomfortable.