What is wrong with brown color?

People in South Asia are willing to change their skin color. It is seen that Asian people are using fairness creams. They don’t understand the cons of white/fair skin. Fair skin causes more wrinkles than brown. 

I am wondering the same thing.. Personally, I love when I am tanned than pale.. I feel more comfortable.

In different cultures people just have different preferences of their ideal beauty!

These whole ideas can be rooted back to long ago, if you want to read up on it I would look here: http://asiasociety.org/blog/asia/china-long-tradition-dodging-sun-photos and https://www.psychologytoday.com/blog/looking-in-the-cultural-mirror/201209/when-is-tan-socially-desirable and http://www.the-beheld.com/2012/03/enduring-popularity-of-tans.html

For example in some cultures fair skin is sought after as these people think it relates to not working outside, and having a more "untouched" feel in a way to their skin. In other cultures some people love to be as tan as they can get, as they think it relates to having nice leisure time outside. Say for example, people who go and get fake tans.

Either way it is just a preference and a way of their culture, and hopefully everyone knows that they can love and embrace their beauty that they have, no matter how fair or tan you are!