I think the issue with Western IP vs Eastern/Japan IP mostly come down to the way characters and...Well, "branding" is created. It's not uncommon for a Japanese studio to stick with an IP for years/Decade, managing to create a base and "brand power" not only throught the games, but throught their characters.
I'm going to take the exemple of Final Fantasy or even Tales of as they have this peculiar case of not even keeping the same cast between games, yet all of their protagonists enjoy a "similar popularity" between each others, beside some big outliner (Cloud/Noctis/Lightning for FF and Yuri/Llyod/Sorey for Tales of)
When one of their game release, or start marketing you can see that Final Fantasy and Tales of build their brand toward their characters, even before the stories. Whenever it's figures, merch, crossovers in mobile games or other games, novel, anime tons of stuff around the characters which help to see them recognizable, even to a more broad appeal audience, not only around the game release, but for years, once the game is release, those characters doesn't just "suddenly disappear" until their next game. Square-Enix and Bandai Namco keep them in people's mind with all of those things, they want you to remember them and it usually work pretty well.
And this is a complete 180 with how Western IP work for most cases. Most of the time, Western IP or Characters enjoy an appearance or two, with heavy marketing, almost holywood like before ending up dormant, their own company not talking about them, the devs and marketing focused on something else, before going back to them a few years later, with usually very mixed results.
And I think this is why the Japan vs Western IP stuff is problematic, and usually why...For lack of a better term, most, if not all of the most recognizable characters in the world are Japanese and why Nintendo is absurdely good at this.
Mario? Link? Pikachu? They're here and won't go. Nintendo Create IP, but make sure you always remember a way or another their characters, Microsoft does the same with Master Chief for exemple.
Rayman? Gordon Freeman? Doomguy? Crash?
No one can argue against their star powers...However, their presence throught the collectiveness and lasting impact is where it's hard, because their devs usually write a page for them, and instead of turning it, just ****ing close the book to write a new one, before taking it and opening it up again a few years later remembering that they didn't finish it.