Wow, generalizing much? There are plenty of "Asian" audio products that are anything but treble-happy.
The reason why there's such a thought is that the two big Asian companies, Sony and Audio-Technica, have a specific upper-midrange tilt, leading them to sound "bright", but they're not necessarily treble-happy. A bright tonality != Lots of treble. Conversely, Ultrasone is European and they loooove the trebles.
Also, 98% or so of all IEMs are designed by Asian ODM/OEM plants, and I don't mean just the molds and the transducers --- the signatures themselves are rarely ever modified much from the original. Skullcandy used to just slap a logo on those products. They now have a Japanese guy who's the head of acoustic design. The CX300 was a Japanese Fostex ODM design that had very little to do with Sennheiser.
If you're referring specifically to CIEM companies, it's that all of the non-Chinese CIEM companies started off designing earpieces for musicians. Most musicians want a warm sound that enables them to wear their earphones for long periods. It's the recent trend of "audiophile" CIEMs from companies like UM that have sent the trend toward brightness.
Technically, UM isn't very popular in its native China at all. People say its sound is too thin and not bassy enough, and UM is generally considered second rate; people with the ability to afford customs in China will go for UE and JH. UM got its big break on head-fi, no joke. The only reason why other people from Asian countries such as Singapore, Japan, or elsewhere get UM products is that they read about all the praise on head-fi.
Good example. Actually, all of FitEar's products are pretty much non-treble heavy.