[Shinshiro]

I haven't read through the whole discussion so sorry if I have repeated someone.

Fashion reflects culture, and it is often lead by those who are in power. For example fair skin was considered to be attractive in the West in the past because rich people, who unlike peasants did not have to work outside in the sun, had fair, white skin. Hence you see tubby (rich = eat well = tubby) white skinned women in old paintings. Now, being tanned is popular the West since rich people go on holiday abroad and get tanned, so again, fashion is lead by the rich and powerful.

So, getting back to the topic, most non western countries (from India to Japan) prefer white skin because frankly, white people from the west represent the rich and powerful right now. Also in Japan, being demure and frail (for women) is still considered attractive, and a pale, fair skinned person gives off that vibe.

As a Japanese girl living in Japan, I often get “whitening lotions” as gifts and the sun cream here is like factor 5000 (ok a bit of an exaggeration there, but…)