Well not all East Asians have naturally white skin, but it is desirable for as it stood for being 'high class' (not working in open fields), so people say.. white skin is also associated with 'tenderness', which is something desirable fo some.
And as for facial features- I am sure most don't want to have the exactly same features as 'caucasoid', but some people just have no nosebridges for example, the there is eventually a desire to have at least some. Like some 'caucasoids' prefer a smaller nose and do surgery etc. For them its too much.. The best result is something intermediate probably.