The complexity of complexion

I have always been under the impression that the stigma attached to dark skin color is mostly a phenomenon found in sub-continental societies. However, after spending the last few months in Thailand, I have to change my opinion. East Asian culture, particularly the Thai culture tends to be very favorable towards caucasian complexion - perhaps more so than Indian or Pakistani culture.

I met a lady who told me about the "skin whitening" pills she takes every day. You go to a mall in Bangkok, and nearly 99% of the models’ pictures on display are those of whites. Even when it comes to advertisements in a newspaper about a new condominium tower, all of the people shown enjoying the luxuries of that condo building in that advertisement are whites. I find this surprising given that nearly 90% of the ultimate buyers of those condos would be Thais. But I suppose when it comes to buying big ticket items, Thais trust white faces.

Traveling from Bangkok city to the airport, a drive of about 45 minutes, I see billboards on either side of the road which mostly show white faces in various poses of promotion. To be fair, Thai models do show up in some advertisements. But it tends to be in mid to small ticket items, such as coffee and toothpaste etc.

My Thai client recently was in the process of selecting a vendor for some services. All 5 of the vendors are international firms with presence in Thailand. When it came time for the vendors to present in front of my client’s upper management, all 5 vendors flew in an employee from Australia, Europe or North America. No surprise, each of these foreign employees was a white man, and each of these white men was given the starring role during respective presentations - while their Thai colleagues took more of a background role. I understood that for a Thai company, putting a white face in front Thai clients is sure way for it to earn an aura of authenticity and strengths for its products and services.