Face masks were already commonplace in many Asian countries well before the COVID-19 pandemic, protecting people from illnesses, allergies or pollution. This cultural singularity, which seemed a world away from the norms in Western countries, helped boost responsiveness with widespread mask-wearing when the global health crisis began one year ago. But this cultural exception may soon no longer be one at all. In fact, despite the constraints of wearing a face covering over mouth and nose all day long, many people could now be ready to adopt face masks long-term. Admittedly, the absence—or near absence—of winter epidemics like flu and gastroenteritis in many countries worldwide, may contribute to the appeal.