The surest way to get a fat person to change his evil ways is by public shaming and cruelty. When has that tactic ever failed?
I'd say that tactic (criticisms and making fun of) worked in many instances.
There are a lot of other things different about Japan (most people walk more and drive rather infrequently, food portions are smaller, the actual foods eaten are not the same, for instance) than just how tactless or not Japanese people are about weight. I bet if you looked at Nikkei with Japanese immigrant parents you would see rates of obesity that looked much more similar to American ones than Japanese ones too.
In addition, although it's a slower creep, Japan is seeing average BMIs go up.