In certain Southeast Asian countries such as Malaysia, a common beauty ideal is the " Eurasian look " known locally in Malaysia as the "pan-Asian look" is an ideal that stems from the beauty ideal of fair skin, which Eurasians tend to naturally possess.  The overuse of Pan-Asian faces on billboards and on television screens has been a controversial issue in the country. The issue was highlighted in 2009 when Zainuddin Maidin , a Malaysian politician, called for the reduction of pan-Asian faces which he claimed dominate TV and billboards and instead increase the number of Malay, Chinese and Indian faces on local television.  Despite the controversy surrounding the preference for Malaysians who are of mixed Asian (Malay, Chinese or Indian) and European descent who possess features such as fair skin, some experts in the industry have said the use of pan-Asian faces can be used to promote the racial diversity of Malaysians. They can also be used to promote a product towards a diverse racial demographic because of their mixed appearance which the Minister of Information had suggested in 1993.