@SamnJamn I imagine Lovey Dovey being more extreme, so I can see why Nishikata would be embarrassed.
Not really. Japan, and many other Eastern cultures, are shame based. In the West we are guilt based. In Japan, the way that you are perceived by others, even total strangers, is a big concern. That leads to a very polite society. In the US, for example, we prize individuality. There, not fitting in is a big fear.
@Acolytus From the way you talk, I know that you don't understand or know anything about Asians and how married Asians act. Nishitaka's reaction is perfectly normal. Public affection is a big no in Asian's society.