Why is it normal in countries such as South Korea, Japan, and such countries for men(especially the straight ones) to wear fashionable clothes, wear makeup and do skincare/groom themselves, but not...

Why is it normal in countries such as South Korea, Japan, and such countries for men(especially the straight ones) to wear fashionable clothes, wear makeup and do skincare/groom themselves, but not being tagged or assumed as gay? meanwhile in country like Philippines, wearing or doing such things is already assumed and considered as gay?