A strong preference for fair skin appears to be the norm across the Asian continent and may pervade many aspects of social life. Yet scholarly work on this ubiquitous phenomenon is rare within psychological science. This article is a call for a psychological investigation into colorism in Asia. I argue that colorism has firm systemic roots as a result of the sociohistorical trajectories of different Asian societies that have attached cultural meanings to skin color. Consequently, similarities and differences in such trajectories may account for variability in the expression of colorism within contemporary Asian societies. Directions for a cultural psychological approach to colorism are suggested.
Keywords: Asia; Whiteness; colonialism; colorism; cultural psychology; discrimination; ostracism; racism; skin color; social pain.