For Canelo it is easy to become a star in the United States because there is already a huge Mexican population and also he fights is states like Nevada, California and Texas, which are close to the border and have lots of Mexican tourists. Canelo is more popular in the United States than any American boxer, so it is practically a hometown fight when he fights in the US.
Asian fighters don’t have that same demographic advantage, where they can easily become major stars in the US. Pacquiao has been the rare exception, but this was because he was fighting in the same division as Barrera, Morales, and Marquez.
Boxing is also becoming more globalized thanks to the proliferation of streaming services and investments from foreign governments. This is why we see Lomachenko fighting in Australia, Fury and Beterbiev in Saudi Arabia. The US market’s relevance has been in decline and it is no longer obligatory to fight there to prove you are the best.