About 100 men a month are going to Lelux Hospital in Bangkok to have their penises bleached in a $650 five-session laser-whitening treatment, AFP reports.

The service launched in July. Since the hospital released pictures of a man undergoing the procedure on Thursday, interest is expected to get even bigger.

For many Thais, pale skin is considered ideal — and Lelux Hospital has lightened conventional body areas for years. A male customer unhappy about “dark parts” on his junk inspired the six-month-old service.

“These days a lot of people are asking about it,” Bunthita Wattanasiri, a manager for the Skin and Laser department at Lelux Hospital, told AFP. “We get around 100 clients a month, three to four clients a day.”

Most clients were aged between 22 and 55, with many from Thailand’s LGBTQ community. “We have to be careful because it’s a sensitive part of the body,” Bunthita added.

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