Most cultures in East/South/Southeast Asia have a similar reaction to skin colour for the dominant local ethnicity. For example, when in Tamil Nadu, (sadly) local people with darker skin are considered lower class. (Positive note: This is less and less true when you talk to young, highly-educated Indians!) As a counterpoint, of course, this would not matter if a group of wealthy South Indian-descent Malaysians walked into a business/shop/restaurant in Kuala Lumpur, Malaysia. (For less knowledgeable readers: South Indian-descent Malaysians are a comparative minority in Malaysia -- Wiki says only 6.6%!)

This is strictly personal, but where I grew up with mostly light skinned people... showing up after winter holidays with a dark tan made you look so hot and so rich! Did anyone else feel the same? It carries into my life as an adult. :)