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There's a number of reasons. Japan is more handheld-oriented who also happens to now seems to be a niche market whereas the west consists of a variety of differing audience.
As of this moment, however, it just so happens Nintendo is catering to the Japanese audience starting with Monster Hunter.
In addition, whether most people agree or disagree with this, the economy plays a vital role in prioritizing the necessities vs luxuries.

At this point in time, it's still difficult to tell how well 3DS or Vita will do lifetime. We'll see after the holidays, and a year from now where both stands.