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While not unique to Filipinos - it seems that the fairness of your skin is directly related to how successful you can be and how beautiful you are perceived to be.
I can’t comment directly on why this particular cultural phenomenon happens, but it can be seen in advertisements (very few people in the ads are actually Filipino and those that are in the ads are extremely fair skinned) and by the numerous bleaching products that are commercials available.
Most deodorants have some kind of bleaching agent in it - apparently, having dark armpits is a “turn off” (from an advertisement I saw). There are creams that you can use to bleach your skin to make you look more fair skinned. Primarily used on the face and arms - and to me, is completely obvious that you have used it. These harsh agents/bleaching creams peel away the upper layers of your skin that contain most of the pigment.
Also, you will notice that many, many Filipino women carry umbrellas during sunny days. This is to keep the direct sunlight off of them, helping them to avoid getting a tan. Most Filipinos will avoid going to the beach on sunny days - preferring to go on cloudy days. Forget finding a tanning bed.
In the Philippines - the lighter you are, the more attractive you are. Here, in the United States, guys could walk around and girls will put on sunglasses to block out the whiteness. In the Philippines, the women would find your bright white legs very attractive (although you really shouldn’t be wearing shorts around town).
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