In this paper, the quality scalable coding of selected region is presented. If a region is semantically more important than the others, it is appropriate that the image compression shcem is capable of handling the regional semantic difference because the information loss of the region of interest is more severe. We propose the quality scalable coding with its model by interoducing the quality scale parameter. It is more extended and generalized image compression philosophy than te conventional coding. As an implementation of the proposed quality scalable coding, H.263 based scheme is presented. This scheme can control the temporal and spatial quality efficiently, and improve the reconstructed image quality of the region of interest.