It seems that the appeal of a bronze glow has officially conquered the entire globe. Thailand’s first tanning salon, BKKSUN, opened recently, coming as a a surprise to many, given the Thai culture’s traditional affinity for pale skin.

“Whitening is not for everyone – when we did our research we knew there was not just a demand for tanning here, but a pent-up demand,” BKKSUN CEO Jeff Amato, an American, told Coconuts Bangkok. “Tanning is huge in Hong Kong, Shanghai and Tokyo, so we saw Bangkok as the last bastion.”

The tide really is beginning to turn on the country’s skin care preferences, according to the Coconuts Bangkok article. Pale skin has been so popular that people commonly turned to whitening creams, masks and soaps to maximize their fair complexions. Now, however, more Thai celebrities and role models, including the 2014 Miss Thailand World, are embracing darker skin. A new publication, TAN Magazine, even launched recently, “promoting healthy, sun-kissed skin.”

“Tanning is trending,” Amato told the publication. “Thai celebrities have really embraced tanning and I give them a lot of credit for starting this trend. The whole world loves Thai tan skin and I think promoting tanning is a great message for people.”

But, why do people need indoor tanning in one of the sunniest places in the world? Ironically, it’s because there is too much sun during much of the year, according to Amato. Most of the year, it’s too hot and uncomfortable to spend much time outside, so people actually end up deprived of sunshine as they barricade themselves inside.

Click here to read the article from Coconuts Bangkok.

Photo Credit: BKKSUN