Missha has chosen singer BoA as their new model.

BoA will be modeling Missha's best selling product, 'Violet Ampoule'.

BoA had been an exclusive model for Missha from 2003 to 2006.

BoA commented, "I plan to show a different side of me through modeling for Missha."

A Missha official commented, "BoA fits our brand image very well and so that is why we decided to choose her."