I am
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Vietnamese, and from my perspective it has everything to do with the appearance of wealth. If you are tan, that means you work in the fields and are poor. But this is also like in "Gone with the Wind," when after the war, Rhett Butler is disappointed to notice that Scarlett's hands are weathered from working in the fields herself.
And at times, being overweight is also a sign of wealth, as you can afford to eat well. Also, many Asians have hyper-pigmentation, so many of their skin products and sun screen has whitening agents in them. A lot of Asians are also doing upper blepharoplasty to remove the excess fold of skin to widen their eyes, and that of course, has to do with looking more caucasian. I flew Korean Airlines to Bali last year, and all of the flight attendants had the most beautiful dewy skin. Of course, the Koreans have top notch skincare products. And it was funny, how all of the Koreans and Chinese were using umbrellas to shield them from the sun, and were all covered up.
Being American, I'm anti-carb. I kept telling the Indonesians to stop putting the rice and noodles on my plate, and they wouldn't do it. I was surprised because in Chinese culture, it's offensive if the host puts rice on your plate, as it's a filler, and means you can't afford to fill your guests with meat and seafood.