Filipina beauty…Light skin or darker skin?

I'm just wondering if light skin makes a person more beautiful in the Philippines. It seems everywhere I go around the Philippines there are commercials, billboards, ads, ect. that promote skin whitening products.

Culturally the Filipinos like light skin but whenever there is a Miss Universe Pagent the Philippines representative is not always light skinned. Also, when you look at international models Filipina models usually have brown skin. Just wondering if people in the Philippines feel that light skin equates to beauty or wealth?