My old college buddy (who always kicked my butt in Magic) pointed out this post about how many asian women in CA wear some soft of mask to block the sun. I personally haven't seen anybody wearing anything that is being described (then again I don't get out much -.- ).
One distinction I want to point out is that that the Asian community does consider light or fair skin to be attractive but this is different then pale skin which looks sickly. I repeat: fair skin good, zombie skin bad! It all boils down to health. In western culture, a tanned skin gives off a sense of good health. It is the same in eastern culture where light fair skin gives off the same feeling. In both cases when it goes beyond healthy looking, it becomes unattractive.