What struck me as odd in Asia were all the skin whitening products. Even regular cosmetics had "Whitening" plastered over it.
You see a lot of that in the Philippines especially. Everyone wants to be as white as possible, so they carry umbrellas to block the sun, and use whitening lotions and soaps. Contrast that with the US, where people want to be tan, to the point of using tanning salons and spray-on tans.
The open question is why Japan, as dominated by clerical work as any other fully industrialized country, still retains the ideal of white skin. OTOH, it's a generational thing there as well: deep, fake tans are quite popular among school-age girls (and guys).