The majority of their fandom is from Asian countries and if they continue to keep feeding their nonexistent western hype, they're going to hurt their Asian fans. It was already pretty upsetting for Korean fans who expected Aespa to perform live after seeing that they did so at Coachella just for them to lip sync and barely interact with them. Whether this is an Aespa/SM decision (most likely SM), it's clear their priority lies in the West despite their support coming from Asia.
All the groups that are popular in the West grew naturally and they still embrace their Korean/Asian fandoms a lot. Even the groups that are only popular internationally give lots of love and events to their very small Korean fandoms. So it's very odd to see Aespa who literally rose to the top due to their very dedicated Asian fans not give that much love. Grantedz they're still in their newer years and their fans are pretty starved for content but that Western favoritism is going to become blatant pretty soon. Their first (+only) live performance in front of an audience was in the US. Instead of promoting in Korea, or anywhere in Asia, where the majority of their preorders/album sales come from,they're over here in the US just to get hit with a resale/lack of fans issue.
To be honest, OP, this trickledown, domino effect of K-pop companies neglecting their Asian fans and focusing more on western demographics was something I was always worried about.
One thing is for sure, though. I love “Life’s Too Short” because it’s a great song.
But don’t worry, OP. I hope SM appreciates your words and reconsiders things! 
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