I know, right? Crazy. I remember being in Hawai'i too majority of caucasians come for tans and the Japanese (of course not all in both camps) would be walking about the beach fully covered with umbrellas to block out the sun. I do have a Japanese friend from high school who is darker skin, mostly because she loves the outdoors and couldn't care less. But she did run into a lot of pressure from extended family/friends (her parents didn't care).

I can understand concerns of sunburn and health issues. And actually now they have used this as a way to cover their prejudices. sigh. "How to undo your tan" products.