obsession

If you travel to Qingdao or any other beach in China, you may come across bathers who, in addition to bikinis, sandals and glasses, look colorful ‘facekinis’. That’s how it was at least a few years ago (even in 2025), when this peculiar garment that covers the entire face to protect it from ultraviolet rays gained popularity in the middle of a heat wave. In Europe, the image of Chinese women with their heads in XL swim caps that only leave their eyes and mouth visible was interpreted as an eccentricityone more proof of the aversion of Asians to tan. On the beaches of Spain it may not be common see ‘facekinis’but an idea is beginning to sink in: cultural issues aside, Chinese, Japanese and Koreans may not have been wrong when they did everything possible to protect themselves from the sun. “It is very frowned upon”. The facekini It is its most obvious (and graphic) demonstration, but it connects with a much larger phenomenon: not everyone values ​​tanning in the same way. Vincent Coëffé, from the University of Angers, explained it a few years ago in an article published in The Conversation: The prospect of sporting a tan skin tone may sound great in California, but things are quite different if you talk to an Asian. “Light skin continues to be viewed favorably in Asian cultures (China, India, Japan, Korea…), to the point that exposing the body to the sun is perceived as a subversive act,” comment coffee, geographer and tourism expert. “In China, tanning is very frowned upon, especially if it alters the female body, particularly influenced by the ideal of ‘milky’ skin.” Tanning is becoming globalized and it is increasingly easier to find Asians sunbathing both abroad and on the beaches of their countries, but there is still an important cultural gap with respect to the West. Why the hell do they do it? These differences in sun exposure explain why for decades, in countries like Spain, we have seen with a mixture of fascination and incomprehension Asian tourists walking down the street in the middle of summer, fleeing the ultraviolet rays like the plague. It caught our attention that, in addition to caps and sunglasses, they wore gloveslong-sleeved t-shirts, arm warmers, sun-protective clothing and umbrellas. “Why does everyone use umbrellas on the streets of Japan? Is it very hot? Do they protect themselves from the sun or is it extremely hot?” I asked intrigued a traveler in August 2025 in the ‘Backpackers in Japan’ Facebook community. The person writing this had the opportunity to travel to Cairo a couple of years ago and one of the details that most caught his attention, in addition to the monuments of Ancient Egypt, was seeing Korean tourists with very white skin walking around with umbrellas and long dresses that covered their arms and legs. Nothing to do with us Spaniards who walked under the sun in shorts and t-shirts. Lesson in humility. In Benidorm, Malaga, Barcelona or any other beach destination in Spain it is still very difficult to meet someone with their face covered by a ‘facekini’, but it is just as undeniable that something is changing. It is less difficult to find people who opt for long sleeves and sun protection pants (even muffs) in the hottest moments and, above all, no one is surprised anymore when they come across people who cover themselves with umbrellas. We told you recently: it is increasingly common to see Spaniards walking at five or six in the afternoon in July umbrella in hand. Also parents who, before going to the beach or the river, dress their young children in sun protection shirts. Umbrellas, t-shirts and more. Umbrellas may be the clearest demonstration that we are changing our way of relating to the sun, but it is certainly not the only nor the most important one. A quick search in the newspaper library arrives to find interviews with experts determined to debunk hoaxes and who warn of the risks of sunbathing without protection, the threat of melanomas, burns… They speak because there is an underlying problem, but the fact that they do so also demonstrates a growing sensitivity. It’s not about changing our cultural perception of tanned bodies, but that the message of experts is getting through who warn that, when 20, 30 or 40 years ago we looked strangely at Asians who protected themselves from the sun at all costs, we were the eccentrics. What is ‘strange’ is not walking around with an umbrella and protective clothing on a July day at five in the afternoon. The ‘strange’ thing is deliberately punishing our body, with all the risks that entails. “The Sun is an electromagnetic radiation that, when it reaches our skin, will produce mutations in our nucleic acid, and these mutations can initially be canceled by our body,” already warned in 2016 Dr. Julián Conejo Mir, Honorary President of the Spanish Academy of Dermatology and Venereology. “Any person who goes to the beach every day develops skin cancer, but our defensive system, if it works, cancels it out.” Great, right? Half. We may no longer be surprised to see someone using an umbrella on a sunny August afternoon, but that does not mean that we have internalized what it means to sunbathe irresponsibly. What’s more, we even run the risk of trusting us and think that protective clothing or umbrellas are infallible tools to keep us safe from melanoma. It is clearly demonstrated by a recent study from Nivea Sun that leaves two percentages that invite reflection: 85% of Spaniards admit to being worried about the effects of the sun on their skin, but nevertheless a large majority (67%) also admit that they do not regularly use sunscreen. Another clear example is in the networks. Thanks to them, doctors can warn of the risks of lying for hours and hours in the sun without protection, but X, Instagram or TikTok also serve as a loudspeaker for people who … Read more