>>81781127 (OP)>>81781156Because skin colour is closely tied to social status in Asia. If you're dark skinned, you're seen as a poor illiterate peasant. In contrast, learned aristocrats have/had pale skin historically. Therefore most women in asia try to avoid getting dark whenever possible. They use parasols in the summer and most creams in SEAsia contain whiteners.
In America, tanning is considered attractive, so Asian Americans don't feel the need to whiten their skin as much. They won't lose social status for having tanned skin.