[expat1000]

95% of the skin creams, lotions, facial scrubs, gels, in SE Asia have the adjective “whitening” prominently on the label.

[Theoria]

That's right. Especially true in India. All over Singapore, Malaysia and Indonesia there is nothing but specialty formulas for whitening.

[Amberdawn]

I can’t speak to other peoples motivations, but Melasma and sun damage also explains the usage of lightening creams. Melasma usually occurs during pregnancy. It causes dark patches of skin to appear while other areas of the face remain lighter.

[ThanhPhero]

I am always amazed when I am in Việt Nam. It is 96 degrees F and 100% humidity and all the non laboring women out of doors are covered up head to toe in cloth with wide brim hats pulled down and only their eyes barely visible, gloves up to theirbiceps. They are heliophobic. When my daughter was with me she heard many times from well meaning older ladies,"cover up or you'll turn black and never find a husband!" The Viets do seem to tan darker from whatever is their normal skin tone than Europeans do. In the old French era photos the people mostly look very dark. In modern times the Viets are a relatively light skinned people among SE Asians, at least the ones who cover up are.