Something like the 'nice guy' in the West - I'm sometimes surprised to meet sweetheart single gals in China. One of the girls I know is cute, gigantic boobs, money, is not the brightest start BUT then again she might be because she constantly takes courses, works, learned to drive, etc. Total doll. Zero spite in her. Still single and virginal at 26. I wonder if its their version of 'nice Guys' I dunno?
It is the culture in many countries, but as women gain increasingly equal rights; not all women may wish to depend upon a man.
I don't mind buying things for a woman. Usually not when she asks, but as a surprise. Or to show that I'm not a scrounger, if dating a wealthy lady that spoils me too much. Not to mention that some ladies don't find the flashing of cash to be attractive, sometimes you've got to be a little more thoughtful with gifts.