Well I'm Western but I'm black so skin color is irrelevant for me. However I'm stationed in Korean and according to a few that I've talked to, pale skin here is seen as more feminine. Women will do anything they can to stay as pale as possible. They all carry umbrellas with them rain or shine and put on sunblock before they go out. However darker skin is viewed as more masculine, the males don't really care about their skin color at all here.
In Asian culture tan poor people are tan and rich people are white. The rich don't have to spend hours working in the sun and laboring so they'd have white skin. So it showed social status. Also colonial powers had white skin and began to sort of take over. So looking closer to that power set up your social standing. But this is true of most ethnicities. It depends for western civilizations. You used to want to e paled because that once again showed your wealth. Now you want to be tan because it gives this sun kissed bay watch feel that we imagine rich people get on their luxurious vacations. So still wealth.
Honestly white western cultures are really the only ones I know of that want to be tan. Basically everyone else want to be pale.