KPop never did as well as they did before... they did surgery, to make them more European, but also more, say perfect/perfectly proportioned.
Moreover, as for a long time, example: in France, tanned skin was frowned upon, since it was the poor who were outside, were tanned. With the holidays, it has become fashionable to be tanned in summer.
While in Korea, the idea of whiteness still exists, it would be a confusing sign of purity [religious question, (universal religion for the world), skin color and light for whites, matter for blacks; just as man is related to good and woman is related to evil]. In Korea, in addition to makeup... they also take pills.