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@hoefla
I hate the skin-whitening thing in east asia - it's the main selling point for beauty skin products in the same way that anti-wrinkle is here. It used to be true that it had nothing to do with wanting to be caucasian: white skin = no working in the fields = privilege and wealth (just as people here used to powder their faces pale/white). However, I don't think that's strictly true anymore. What about cosmetic eye surgery? To a minority (I'm sure it's still very much a minority) the aspirations of western culture have become conflated with aspiring to be western, and white at that.
I know nothing much about south asia though, just to be clear.