Local models in the region in Korea, Hong Kong and Japan barely made it to global brands’ ads, compared to Caucasian models who appear in forty-four percent of Korean and fifty-four percent of Japanese ads. By demonstrating these ads, they are emphasizing that the ideal skin is bright, transparent, white, full, and fine. On the other hand, dark skin is looked down upon.[47] Not only is skin color desired by these models, but also their physical frame, hair, and facial features.