It's a chicken and egg thing-the teams that were doing well when games started being on tv in asia were the ones on tv a lot. that was the asian fan's only method at the time to know what was going on in football in England. Therefore they became fans of those teams and wanted them to succeed, since that was what they saw. If someone random won, they knew nothing about them, and therefore could not care. It is very difficult to get someone to care about a team in a league thousands of miles away, when they have no connection to the city/country, know nothing about them, and rarely if ever see them on tv. otherwise, it is just a faceless player wearing an abstract jersey. Meanwhile, the teams on tv were the ones they feel a connection to, they recognize the players and are pulling for them, since they have even learned a little more about them and their history. Why would a fan there pull for the underdog they know nothing about, since they can only be fans of the teams they are exposed to. This doesn't mean that you could never get Asian fans to care about the other teams, but it wouldn't be easy. The "other" teams would have to win enough to get on tv, and win long enough to become more than just a faceless statistic, so that fans there with no other connection can feel a part of the team. Its not winning teams they are inherently pulling for-its the teams they are exposed to regularly, who are all around them and on tv and in the news, who they can connect to, who they can attach a face to-in short, the big 4 for now.