The history of skin whitening in East Asia dates far back to ancient times. In the ancient dynastic eras, to be light in an environment in which the sun was harsh implied wealth and nobility because those individuals were able to remain indoors while servants had to labor outside. Ancient Asian cultures also associated light skin with feminine beauty. "Jade" white skin in Korea is known to have been the ideal as far back as the Gojoseon era. Japan's Edo period saw the start of a trend of women whitening their faces with rice powder as a "moral duty". Chinese women valued a "milk white" complexion and swallowed powdered pearls towards that end. Four out of ten women surveyed in Hong Kong, Malaysia, the Philippines, and South Korea use a skin whitening cream. In many Asian cultures, colorism is taught to children in the form of fairy tales, just as the Grimms' fairy tales featured light-skinned princesses or maidens; Asian mythological protagonists are typically fair and depict virtue, purity, and goodness. A light complexion is equated with feminine beauty, racial superiority, and power, and continues to have strong influences on marital prospects, employment, status, and income.