But something seemed to change, at least here in Thailand. Although mask wearing was normalized in cities as self-protection against air pollution, many/most people seemed to come around to the notion that mask-wearing was a collective effort to mitigate the spread of the virus. Seems like a cultural effect - more collectivist rather than individualist thinking.
I'd be curious to see if mask wearing Asian countries had less incidence of the flu than western countries.
At least in Denmark I don't think it's communicated very well why you should wear a mask. The government says "wear a mask" so the majority wears a mask. It's great that we have that level of trust in government, but it also sometimes mean that things are communicated as well as they should be.
The fact that places in the world (like Adelaide and Melbourne) even considered lockdown before requiring masks was incredibly lazy and/or negligent.