The Taiwanese women here really value white skin, if you are to judge both by the TV commercials and on the street behavior.
You will often see TV commercials that promise skin whitening agents (perhaps they also act as an age spot remover?) that will bleach the skin, protect the skin from UV damage, and moisturize effectively, thus removing years of sun damage, neglect and aging. Not.
Even in the streets and farms, you will see women covering up their arms while riding scooters, or donning big hats that have wide brims to prevent sunburn on the face. In the farms, and outdoor work environments, women (young and old) will cover their entire body with clothes that block the sun, and hats that would make even Muslim women blush because of how big they are.
Does it work? It’s always difficult to tell, but some women really do take care of their skin; and with skin cancer rates rising even here, it’s not a bad idea! Most women here would abhor the idea of getting a suntan because they associate darker skin with being lower class. If you had a purer skin, that meant you didn’t have to go out and work.
Even on the streets of Taipei, you will see women sporting umbrellas during summer to keep the sun away! I tend, as a man, to be more bravado about the sun, but with my fair skin, I could really take a lesson or two from these gentle ladies.