There is a saying in Japan that pale skin covers nine flaws, and the belief seems to have spread to contemporary Korean society. The Japanese yearning for whiter, paler skin is epitomized by the makeup of kabuki actors, and Koreans seem to have an even greater craving for flawless skin.

But the desire for whiter skin is not limited to specific countries. It has existed throughout history in all parts of the world. Ancient Egyptian queen Cleopatra tried to maintain her pale skin by washing her face with pearl powder, using mud packs from rare plants, and bathing in milk and beer foam. White skin has always been a symbol of wealth and status and therefore a powerful standard for beauty. Research indicates that considerable numbers of women died of mercury poisoning in the Europe of the 15th and 16th centuries because of the high mercury levels in face powder.

Dark skin is associated with hard physical work, and the media are full of tips on how to look younger and whiter. To have flawless skin, many women in Korea turn to cosmetics and dermatologists, spending an estimated W2 trillion (US$1=W1,194) a year on skincare products. Lancôme produces whitening products exclusively designed for Asians.    

Interestingly, the craving for white skin becomes stronger as Asian countries have more contact with foreign cultures and are economically better off. LeeJiHam Cosmetics CEO Kim Young-sun said, "The yearning for white and flawless skin like Korean TV stars is very strong in Southeast Asian countries like the Philippines and Vietnam, where Korean TV dramas are popular. It's probably even stronger than in Korea."