[tommasi]

My understanding is that girls don't want to get tanned because it'll come back and haunt them when they reach in their 30's or something.

And traditionally, it has been that way for many many years.

There is also a historical aspect as well. If you come from the farming household, girls get tanned working outside while daughters of merchants are spending their time on cultural activities such as flowers, tea, and instruments.

So even today, white skin is regarded as a beautiful thing to have.

For guys on the other hand, it's more complicated. If you are a businessman, certain appearance is expected. If you go to work with nice tan, people would think that you are playing around and the work is not the #1 priority.