I don't. As many others have said it's because he doesn't speak English. He's a very basic personality, no drama, not overly respectful either,. Just says he will win in interviews etc. Nothing to really love or hate about him. He isn't funny or cracking jokes, he just trains and wins fights.
Khabib, Khamzat and Islam to an extent have all become stars and they are Russians. It's because they speak English and have divisive personalities. Khabib is funny, mostly unintentionally but it works for him, Khamzat is basically Russian Conor, and Islam doesn't have much personality but being Khabib and Aldulmanap's prodigy has done wonders for him. As has his relationship with Cormier.
The only fighters I can think of that speak very little to no English and because stars anyway are Aldo, Oliveira and Poatan.
For Aldo and Olives it took until very late in their careers to become stars and beloved by most of the fanbase. Aldo didn't really break through until after his title reign, and Oliveira was around 25 fight deep into his UFC tenure.
Poatan has caught on quickly because he is very active on social media and his relationship with Glover has quickly endeared fans towards him. Given how his warm personality contrasts with his stone faced killer reputation as a fighter.