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I believe some part of this ridiculous belief is directly tied to the former imperialist and colonialist countries in the past. When the French were in Vietnam there was a caste system. In that time all the French were better than all the Vietnamese. It's similiar with the Dutch in Indonesia, The French in some African countries and the American slave trade in Africa. In every situation the ruling foreign country discriminated against people because of their skin color. And in recent and past history a person here who has white skin is rich and doesn't work in the fields. (like the French in Vietnam, or wealthy Vietnamese landowners in Vietnam) In the west on a subconscious level we like tanned caucasian skin because a person with a tan has enough money to take holiday or play in the sun. If you have pale skin it means you work too much and don't have enough money to enjoy life. So here a person whose parents may have been villagers or is just genetic makeup makes them have dark skin they are never as beautiful as they could be if they have white skin. If they are a millionaire with five college degrees they need to actively take Michael Jackson like strategies to lighten their skin and scourge the stain of peasants and poor people out of their skin.