In article WHY DO CHINESE WEBSITES LOOK SO BUSY by JEFF RAJECK explains why Chinese websites looks so different from western websites. He points out few things :
- Language difference. Jeff said that Asian pages use flash animation a lot to catch attention to user as language itself do not have this ability( This is due monolithic representation of characters)
- Another reason that author suggests is an internet speed.
- It was truth in the past ,but it is not anymore. In my opinion main reason is that this "ux pattern" that people learnt as way to find information. They go to this massive welcome page and using search functionality in browser they find information they look for . It was widely used on western website in late 90' like Yahoo ) .
So if you are interested in this subject, link is below :)
by JEFF RAJECK