It may remind Westerners of superhero costumes, Mexican wrestling masks, or even burn victims, but the "face-kini" is taking China's beach-goers by storm.

Looking something like a ski mask, with holes for the eyes, mouth, and nostrils, the face-kini - for face bikini - otherwise covers the entire head and neck. Online emporium Taobao sells the quirky-looking masks for about 15 to 25 yuan each (around two to four dollars), and they are common, colorful sights at China beachfronts and outdoor water parks. Orange masks are thought to scare off sharks.

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While cities like Beijing and Xian have long been draws to tourists both from within China and without, the Middle Kingdom is discovering a whole new world in the form of its 9,000 mile coastline. In the tropical south, several luxury resorts rise from azure-blue waters; the island of Hainan bills itself as the "Chinese Riviera." But the Chinese are proving to have a bit a problem with direct sunlight.

Unlike the sun-worshipping West, many parts of Asia, China included, still regard a tan to be a tale-tale sign you work ouside. Translation? You are a poor, uneducated farmer with no prospects.

Ouch. 

From Bangkok to Seoul, visitors from Europe and the Americas will often find the almost anachronistic sight of women not daring to venture into the light of day unless they have a parasol at the ready. In Japan, a tan can be a double-whammy; in the country it means outdoor work while in the city it connotes mafia connections (yakuza-affiliated gang members spend most of their days outside).

Not willing to take the chance wtih sun-screen that can wash off, some Chinese simply go the direct route and block the sun entirely, hitting the beach fully dressed in a wet suit below and a face-kini on top.

First appearing about nine years ago, makers of the now popular beach accessory also tout the face-kini's ability to block jelly-fish stings, insect bits, and lessen the risk of skin cancer.