BoA has become 'The Face of Colors' for 'United Colors of Benetton's '2013 S/S Global Campaign' in Asia.

The face models will share their stories of passion, creativity, and more for the theme, 'The Face of Colors'. The clothing brand chose BoA for the significant role she plays as a Hallyu wave icon who represents female empowerment. She's currently a judge on 'K-Pop Star' where she helps people pursue their dreams.

BoA will represent the 10th color, silver, of the campaign and 'Benetton Korea's director Kim Chang Soo explained why. "She debuted at the early age of 13 and continued to conduct activities without rest and has become the front-runner of the K-Pop Hallyu wave. We used silver to express the magnificence of her as a mentor who dreams a vision for the future. As an Asian model who possesses both beauty and talent, BoA was chosen as an endorsement model because she fits well with the global campaign's direction and the fundamental social responsibility of the Benetton group."



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