Most Helpful Girl
Some men and women like to express their affections through their actions. Some people see that as an expression of gift giving. Korea for example is a very materialistic country, IF you are are in a platonic or non platonic relationship with someone and don't give gifts regularly, you are seen as selfish. The more expensive the gift, the more it is thought that you value the person, because money is very important in Korea.
So if he has a cultural background like this, it may just be his expression of his affection towards you and your family. Some people don't see money as a GOD, especially if they allot of it and don't have to worry about how much they spend.
AS another poster said, you should make sure that he doesn't have a spending addiction that will make him go homeless or into debt.
IF he doesn't have an addiction or bad spending habits, I think you shouldn't pressure him about his nature too much. Just make sure that you express your affection towards him in your own way.