In many parts of Asia, pale skin is considered to be the gold standard of beauty. If you walk into a store looking for some face cream, you’re unlikely to find one that doesn’t have a bleaching ingredient. This includes ones for men for use after shaving. Many Chinese people refuse to visit the beach without a mask, as they want to protect their skin from the effects of the sun. Moreover, Chinese and Thai women think Westerners are crazy for wanting to go to a tanning salon.