This is definitely the norm in the older generation but the Japanese would have to be some of the worst offenders I have seen for sunburn.
Hit any popular beach in Japan through summer and the younger generation will be out in droves baking away.
Japanese so called 50+ is useless, just like their fly spray.
I've seen Japanese surfers in Bali and other parts on Indonesia looking like they leprosy with skin peeling off from severe sunburn and yet they'll be out there frying in the sun unprotected again getting burn upon burn because its cool to to look sun tanned and have the surfer girl/boy look.
Absolutely no idea whatsoever when it comes to basic sun protection. At least in oz we are taught from a child to slip,slop slap.
Tell that to a Japanese at the beach and they'll think its some sort of oishi ice cream.
Its the Korean women who wont go near the sun.