Most Hong Kong men would find their partners more attractive if they had fairer skin, a survey examining attitudes to skin-whitening products in Asia has found.
The Asia Market Intelligence (AMI) report showed 68 per cent of Hong Kong men thought their partners would be more attractive with lighter complexions. By contrast, only 45 per cent of women wanted their men whiter.
AMI questioned 2,350 people in Hong Kong, Taiwan, Indonesia, Korea and Malaysia.
Malaysian men were most likely to want their partners to have light skin (74 per cent), while the Taiwanese were not as concerned (55).
Women were asked to rate 10 female celebrities according to what look they aspired to and what kind of skin they wanted. Men were asked what they wanted their partners to look like.
Both sexes came up with the same top three choices but ranked them differently.
Women preferred actress Carina Lau (20 per cent), followed by actress and singer Gigi Leung (17), and actress Michelle Reis (16).