Please woman? Why are you doing this to yourself?
Do you have so little self respect that you have to play this out until there really is nothing left of you but a sobbing mess?
My love, you say the parental expectations, the culture and whatnot isn't relevant, but it really is, you're determined not to be seen as giving up, or failing.
But by allowing this charade to continue love, failing is exactly what you are doing.
He already has no respect for you, now he'll be working on loathing you and cultivating pure contempt for you.
You are not 'winding him up' love, you are poking around in drying shit.
Keep it up and it'll keep stinking out the place.
My vile and abusive ex was shagging a Chinese girl, nice enough girl she was, but he would say that it'd never be serious, because she didn't look like him, and it wasn't 'right/proper'
That is out and out xenophobia/racism I know (he's ex for this and a bazillion reasons) but the point i'm making is that this bloke is seeing you as nothing more than a snack, and a fleeting one at that. Sure you have your boast points in ArmCandy Top Trumps, but he's never ever going to take you seriously because he'll choose someone closer to his own. He is a man that isn't very nice, and he's not good enough for you, because he doesn't see the bright, funny, articulate and creative person that you are.
He's out of his league.
The longer you cling on to this and don't toss you hair and stalk off into the distance to better and better men friends, the more damage to your self esteem you are doing.
Phone this MOFO up, tell him what you saw, and that you've decided to end it.
You can deal with your feelings later, we'll be here for you for that.
Please, you're going to kick yourself for every single minute you delay in telling him to jog on, end it today.