Skin whitening products are big business in the Philippines. Except for those with strong Chinese or Spanish blood, most Filipinos are medium brown (kayumanggi) to dark brown (moreno). Needless to say, many Filipino women are not happy with that fact and go through great pains and expense to lighten their skin tone. In fact, we're the only country I know of that advertises glutathione as a skin whitener rather than an antioxidant or detoxifier. The neighboring Laneíge (South Korean) and Shiseido (Japanese) stores in Trinoma caught my eye because their most prominent window displays are for skin whiteners.
I find it especially ironic because the tourists who come to our many beautiful beaches spend hours and days sunbathing trying to get the darkest tan that they can get.