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Don't let the sun catch ya
The facekini was invented as protection against the many jellyfish along the Chinese coast, but the women quickly learned that is was also excellent for not getting a tan. Light colored skin has traditionally been considered the prettiest in large parts of Asia, so the facekini was godsend for women who wanted to stay traditionally pretty while also enjoying trips to the beach.
Today facekinis are mostly used by the older generations. Younger Chinese people don't get the hoha about light skin.