Why do most Filipino women want to have white skin?

Philippines
August 25, 2009 8:20pm CST
First of all, I am a man and have a brown skin, and very proud of it because it's a nature for being a Filipino. When I was younger, I am really that particular with the color of skin of women but rather how they bring themselves and their self-confidence. However, I am just wondering why most Filipino women want to change their color from brown to white. I am also seeing a lot whitening products that are doing well in the market. Is being white really more beautiful than white? Thanks!