I can only make a comparison between UK and Hong Kong and it fascinates me that one country likes to make their skin whiter and another wants to have darker skin.
I assume that Hong Kong people want whiter skin because it gives a clear, clean and flawless appearance.
People want to bronze because it gives a healthy glowing skin and it makes you look slimmer.
It is funny, in the end, people always seem to want what they don't have e.g. in Hong Kong people tan really easily because they have sunny weather but in UK it is hard to get a tan. Hong Kong people try and stay out of the sun as much as possible and use lots of different whitening products.
In the UK, instead of calling it whitening products, they have started selling "brightening products" This is suppose to remove dark marks from you skin so you have even complexion and it brightens your dark areas (such as your under eyes and nose area).
Personally, I like the tan look more then the pearl look. I think a tan makes you look healthier and it also makes you look slimmer on the face. However, I seem to use a lot of whitening products unintentionally such as the BB Creams and some of the Korean skincare. They all have SPF and some sort of whitening ingredients.
A olive skin complexion is what I prefer to have.
In the end, all skin types are beautiful but it depends on what kind of look you go for and what you like and what you are born with.