(Editor's note: Electric Japan is a two-part series on Japan's efforts to help its struggling consumer electronics industry. Read more about the political efforts underway to boost profits across Latin America.) TOKYO, Japan – Japanese TV manufacturers hope the spread of their country’s digital-TV standard will translate into more sales for them. Their government hopes it provides a badly needed boost for Japan’s long-flagging economy.

HSINCHU, Taiwan — Walking along a rushing stream in Hsinchu, Hilda Chu balanced an umbrella in one hand and textbooks in the other. Her skin was ghostly white. “I try hard to make my skin white,” said Chu, 18, a student at National Tsing Hua University. “If my skin is lighter, I will be happier because I think I look good. It makes my emotion better, yes.” She's hardly alone. Asians spend an estimated $18 billion a year to appear pale.