In China, Japan, Korea having tanned skin is associated with your occupation. Only lower-class field workers are tan because they are constantly exposed to the sun and have to work. Having pale skin signified the social prestige of not having to work in the field and relax indoors. 

Here is the Ted Talk link on the hidden power of Smiling :) https://www.ted.com/talks/ron_gutman_the_hidden_power_of_smiling?language=en