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Selfies represent people's desires, and social media platforms like Instagramhave been flooded with them. This study uses selfie data to examine howpeoples' desires for ideal facial representations vary by region, particularlyin East Asia. Through the analysis, we aim to refute the "all Asians preferidentical visuals," which is a subset of the prevalent Western belief that "allAsians look the same." Our findings, reinforced by postcolonialinterpretations, dispute those assumptions. We propose a strategy for resolvingthe mismatch between real-world desires and the Western beauty market's views.We expect the disparity between hegemonic color schemes and the augmented skincolors shown by our results may facilitate the study of color and Asianidentity.

Do All Asians Look the Same?: A Comparative Analysis of the East Asian Facial Color Desires using Instagram