Beauty standards varies from culture to culture.
It is common for women's fashion style and beauty standards to keep changing frequently anywhere in the world whereas there seem to be little to no change for men to keep up with trends or beauty standards expectations.

However, Japanese men do seem to put a lot of effort on their look. Most Japanese men seem to set their hair almost every day, wear some rather feminine clothes and nowadays, some seem to even put some makeup on.
K-pop and J-pop might have influenced men to be more feminine as these idols and models are considerate to be handsome or popular by women.

One, interesting comparison of Japanese men and western men is the hair. Most western guys seem to like it simple and short without too many hair products whereas Japanese men seem to have longer hair, setting it with various products to make it seem soft and with some movement just as women do. This look has stuck to Japanese culture especially in 1990s ever since bijuaru kei bands; groups whose popularity depends on their good looks became a thing.


In the article Beyond the 'feminization of masculinity':transforming patriarchy with the 'feminine' in contemporary youth culture, Iida who studies Asian cultures says "these young men strategically distance themselves from conventional masculinity by artificially standing in the position of the ‘feminine’, where they can more freely engage in the creation of alternative gender identities."
Moreover, she says, "In Japanese discourse, the phrase ‘feminization of masculinity’ can be used in two quite different cultural meanings; one to designate the gentrification of men, especially the tendency to show greater understanding and sympathy for feminist causes, and the other, the adaptation of feminine aesthetic styles to display sensitivity, gentleness, and sophistication."
　　
Whatever the intention of Japanese men look are, maybe only Japanese women seem to like it. An YouTube channel AsianBoss watch interviewed women from England, Germany and other countries showing Japanese men idol pictures. There were comments like "too feminine", "seems a bit gay", "too much eyeliner", "the hair is too perfect", "Why do they all have long hair?", "looks like a boy" and so on.

Some Japanese men fashion styles are pretty unique. Some appreciate it and others don't. It is just an interesting phenomena to see asian men (such as Japan and Korea) having a more feminine look.