When I asked my girlfriend why she wants a whiter complexion she just said its looks more beautiful. I said " no it doesn't" and she said "yes it does!" Looking around the village, I can't see that there are many people "whitening up" - although going into the local Tesco, I definitely gained the impression there there is social status in being able to afford the expensive cosmetics

It is true that the skin of the Thai people react sensitively to sunlight. Many northeastern farmers develop dark patches on their face, like big freckles, but definitely not as cute. The only way to avoid that is to avoid the sun. Once you've got them, they won't go away, but you can minimize them by covering your face.

I think the obsession with spf 50+ has something to do with excessive commercials of the product's power to make you whiter, and the message these commerical send that looking whiter is better.

I like Asian skin color, too!

As Seeker said light skin is desired for many reasons most stemming from a perceived status.
Remember reading something to the effect of "dark skin....
face to the soil and back to the sun" ie outdoor manual labor.
Look at home photos taken by your Thai friends and you will
see that the photo shops lighten the area of peoples faces
without asking.

That is indeed what it means in the west, but not to Thais. Obviously it does not get that cold in most parts of Thailand, although the north can get rather chilly at times.

Just as a tan is considered attractive in the west, light skin is attractive to Thais. It is not just women either. If you have ever seen a construction crew working outdoors in Thailand, you would have noticed that the workers are covered from head to toe. Usually all you can see is the person's eyes. They are certainly not that covered up because they are cold http://www.thailandguidebook.com/iB_...cons/laugh.gif

For me it does not matter at all but I see in my world, there is a lot of colour bias but it surfaces high only in events such as marriages and like. Else its not much an issue. I think in the current world, we relate dark and fair with prosperity levels. I think the world at an individual level has become quite understanding, but our social consciousness has not moved quick enough.

i understand the cultural differences and don't get me wrong, i'm not saying that thais are trying to be like westerner's. I'm wondering, is it because it is a sign of beauty or a sign of richness?

The funny and very amusing thing is... The Thai's are so concerned over it yet not realizing that the ENTIRE Western world is not at all. For examply the indoor tanning business to make your skin darker is a multi-BILLION dollar business, Dollar not Baht hehe

All the while the Asians are buying bleach lol

The key to understanding cultural differences is to understand the importance of valuing the differences. Why should Thais be like westerners, who like to bask in the sun like slabs of bacon? Thais are Thai, not French, German, or American. At least they will not have the problems westerners are having with skin cancer rates on the rise.

Amazing. I was only talking about this subject to my girlfriend the other day. It definitely seems to be a fashion thing, where the winners are cosmetic companies. Olay add skin whiteners to their products in Thailand, which they don't in the UK. I believe that its all part of being in a consumer society - there's big money in promoting fashion and people are encouraged to try to look like models instead of being themselves.

The color tone of the skin has socioeconomic meaning attached to it.
In Thailand, darker coloration is associated with manual labor, due to long hours of exposure to the sun, while a lighter skin is supposed to indicate lifestyles higher up on the social ladder.

In contrast, Westerners associate darker skin (tan) with a more leisurely, luxurious lifestyle - plenty of free time to bask in the sun, while their less fortunate peers have to stay inside, working - hence staying pale.

Outdoors workers are the exception here, but I think we can agree that the number of such workers is proportionately less in Western countries than it is in Thailand. This also explains why white-collar workers enjoy more prestige in Thailand than they do in the West, making lighter color even more desirable in the Land of Smiles.

Of course, this is a gross overgeneralization with not much sense, but that's how most other social perceptions are as well.

well, thais think that whitey skin is much more beautiful and they think that whitey skin mean u are from rich family cuz u no need to work so hard that until u get dark skin.

Why are people so obsessed with skin color
 

The last time i have been in thailand, it seems like nearly all the women are so obsessed about their skin color, scared that they will get tanner and darker. But the thing is...why don't they embrace their true self and love their tan, instead of trying to avoid it with slathering themselves with spf 50+.In the west, it is sooo opposite, everyone trying to get a tan and slathering tanning lotion. I mean, i find the asian skin color so beautiful and healthy, why try to be white or whiter when u can be urself?

As far as they basking goes, I think it has to do with a long cold winter. Knowing that summer is here for a short time, the warmth of the sun is comforting. Being outdoors and soaking up all the harmful rays is
cool. "You have a nice tan" Means you have been outside and are healthy looking.IMP generally:p

Replying to a question with a question. Why then, do westerners want to be tan? We (Thais) would think that they already look beautiful with their white skin. My friends do everything to get their skins darker. (ie, tanning beds, mists, bronzers, self-tanning cream, etc.) We, at least I, don't go to that extent. I just put on more sunblock and try to walk in shades. From what I remember, Thailand sells lots of whitening creams and lotions. Which I may say, does not work.

I agree with the people above. There are no correct answers to this. Maybe.....psychological? http://www.thailandguidebook.com/iB_...cons/laugh.gif http://www.thailandguidebook.com/iB_...icons/rock.gif