asians love white people and prefer lighter skin
Having dark skin is associated with being poorer, since poorer people often have to work outside in the sun, such as street vendors and farmers.
Also, there ghosts are supposedly dark and not white coloured.
For clothes, they are also say you can look better in more colours with lighter skin.
Though, some Japanese and Korean women like the tanned look too.
My experience is with Thailand, most foreigners like darker skin, so its win-win, the local guys don't think they're attractive, even though they are beautiful, but dark. They associate dark skin with being from the jungle or Cambodia or Laos which are used as insult words.