I don't know if it's every Asian country, but Thailand absolutely has an obsession with skin whitening products (whiter skin is correlated with wealth/higher-class and not having to work outside). I found it hard to find a non-whitening lotion while there actually. I really doubt many of these products are safe and it looks very uncanny-valley and weird to me, which is maybe what you're picking up on as unattractive too. Definitely a cultural thing.
It's the same in the Philippines. Try finding soap, lotion, or sunscreen that doesn't include whitening agents, which are usually very unhealthy for the skin.
It's very much the case that in the Philippines, lighter skin is viewed as upper class haciendero/mestizo culture (not having to work outdoors, not being a nanny, maid, or "helper"). It's the same in many other Asian cultures. Women who live in Asian countries with a high concentration of plastic surgery "procedures" and treatments (like South Korea, for instance) are often the standards of beauty for other Asian countries even though such procedures/whitening and eye/nose surgeries are out of reach.
The women look much much younger than western equivalents though because they avoid the sun. It's hard to look at western girls in twenties who look like they are in their mid 30s. However, the western girls who have used sunscreen tend to look super good with the original skin.
Oh don't get me wrong, I'm not a fan of the overcooked look either. The damage really adds up quick, I doubt many look ahead to their 40s-50s while torching their 20s away though (something something youth wasted on the young)