While the awareness of an increased risk of skin cancer discourages intentional 日焼け (tanning), tanned skin is generally seen as a sign of attractiveness, health, and an active lifestyle here in the US.  But in Japan, people, especially women, are 執着する (obsessed) with pale skin.

Lighter skin has been associated with beauty and status in Japan for a long time.  It meant less exposure to the sun, suggesting not having to work outside in the fields.  浮世絵 (Ukiyo-e), Japanese woodblock prints, often portrayed women with their faces as white as snow.

The makeup, or foundation, is called oshiroi (おしろい), which in Japanese, literally means white powder.  Kabuki actors playing female roles also wear a white face.  In addition to a pale face, 引き目・鉤鼻・おちょぼ口 (narrow eyes, hooked nose, and small mouth) were supposed to be the preferred features of a female face.

Since then, people’s 好み (preferences) have changed and narrow eyes, hooked nose, and small mouth are no longer 探し求められる (sought after).  However, lighter complexion remains as one of the most important features of beauty in Japan.  There’s even a saying – 色の白いは七難隠す (Pale complexion hides 7 flaws).  Wow.  That’s a lot of flaws that can be overlooked.  No wonder there are numerous 美白 (skin whitening) products in Japan and the market is booming.

In a traditional Japanese wedding, the bride wears 白無垢 (shiromuku), which literally means white purity.  She also wears either a white 綿帽子 (wataboshi) symbolizing purity or alternatively a 角隠し (tsunokakushi) which hides her horns of jealousy.  It is said that the reason why a bride wears white is so that she can take on the color of the groom’s family.

I talked about Hello Kitty in a previous article.  Come to think of it, she is a white cat, as white as snow.  According to Sanrio, Hello Kitty doesn’t have a mouth so that people can “project their feelings.”  Maybe the reason why she is white is so that people can figuratively color her in whatever the way want.  Very 賢い (clever). 

But お間違いなく (make no mistake).  Behind their pale complexions, Japanese women are stronger than ever.  They are not waiting for a 白馬に乗った王子様 (prince on a white horse).  The question is, can Japanese men take this new paradigm?  I suppose we’ll find out.