I mean, historically: the reason why countries like Japan, South Korea & China are fixated on skin whitening is derivative of the time during both feudal and dynastic periods having paler or whiter skin is seen as rich or upper class as opposed to those with darker tones are associated with people who came from lower or middle classes.
For example, that includes: servants, farmers or laborers who worked all day in the sun or in harsh conditions while the rich (i.e. the royal families) spend most of their time indoors (inside palaces) avoiding direct sunlight. Today, they consider that as a filter to hide any insecurities they have. (I.e. Korean women are pressured to be "photoshop" level beautiful, like as in no inperfections.)