Actually the real reason Asians and other dark skinned people want to look lighter is because to denotes economic and social status. For example if you are a brown skinned Asian, obviously working in the sun will make you very dark which means that you are a manual laborer. The lighter your skin means that you either don't work or you have a white collar job or something of high enough status where you don't have tp get your hands dirty, so-to-speak.White-washed mentality: "I hate my skin; I want it white as pure snow and innocent" <---- colonial Western/N. European complex instilled in minorities to help weed out the competition so the oppressor can be superior to others (ie. convincing propaganda tactic).
It's similar for whites with the whole getting a tan deal. Brown or tan skin for whites is the equivalent to light/white skin for Asians or other darker skinned peoples. It denotes you have time to lounge around in the sun or have money to spend on tanning salons and such. I mean look at Man-Tan-Romney recently. He is running around with a full-blown tan. I find it really odd for a politician to be doing that, but i guess it works for him.