I thought it was just something that the Asian folk did here in Oz to stop skin cancer. Thank goodness the guys don't go on with all this.
James Packer is working on plans to encourage the middle class Asians to come and
holiday in the Land Down Under. Can you imagine the number of umbrella stands that they will have to provide in the Casinos???
They want to be whiter. Dark skin is a sign of the lower class(farmers/laborers etc.) here in China. There are a multitude of beauty products, for example, to help maintain whiter skin as well.
Although a lost idea to many westerners, the umbrella's original intent was in fact as a sun shade as well.