Many Asian countries have been colonized by the west, including China, or invaded by the west (Korea, Vietnam, Japan, China, etc.). This means western groups weilded a great deal of power of these people and enforced ideals of beauty upon them. This leads to a change in what is considered attractive, based on trying to appeal to the standards of the dominant social group (ie white invaders). the pale skin, wide eyes standard comes from this cultural imperialism. Here's a link to an Edo period artwork