It's really sad that the Asian culture is so much influenced by European beauty ideals. And in fact also the European is by other cultures, as tanned skin is seen to be more beautiful in Europe, even though most people are really pale. I needed to buy a deodorant when I was in Thailand and couldn't find a single one without bleaching ingredients. Even though the brand were European. I highly admire cultures like the Brazilian or Mexican one, that just live to their own beauty idols that seem natural to them.