SM Entertainment's Founder Set to Make Shocking Comeback—What You Won’t Believe About Their Plans!

As the K-pop landscape prepares for a wave of high-profile comebacks from iconic groups like BTS, Big Bang, Exo, and Wanna One, the spotlight is also shifting towards a significant figure in the industry: Lee Soo-man. Often credited as the architect of modern K-pop, Lee's anticipated return to the Korean music scene has generated a flurry of speculation, particularly surrounding his new agency, A2O Entertainment.

Lee, who founded SM Entertainment, is expected to resume activities in Korea this coming March, after a three-year non-compete clause linked to his sale of a 14.8 percent stake in SM to Hybe for 422.8 billion won (approximately $286.1 million) expires. This clause, agreed upon in February 2023, prevented him from engaging in domestic music production, but it did not sideline him entirely; he swiftly shifted his focus overseas with A2O Entertainment, which is stationed in Singapore and operates as a bridge between US and Asian markets.

The first major venture under A2O has been the launch of A2O May, a Chinese girl group that debuted in December 2024. To comply with his non-compete agreement, A2O May has centered its activities in China and the US, a strategy that has already borne fruit. In April 2025, the group became the first all-Chinese girl group to break into the US Mediabase Top 40 Airplay chart and performed at major events, such as iHeartRadio's Wango Tango in California. A2O May has also garnered multiple Rookie of the Year awards at various music awards, including the 2025 Weibo Music Awards.

While A2O May's focus on the overseas market is evident, Lee has not completely abandoned Korea. An industry source mentioned, “They’re keeping all options open. A2O May is positioned as a global girl group centered on China and the US, but Korea remains an essential market they can’t ignore.” The group’s sound, described as "Zalpha Pop," aims to resonate with Generation Z and Generation Alpha, blending pop aesthetics rather than sticking to a single market. Tracks like “Boss,” “B.B.B (Bigger Badder Better),” “Paparazzi Arrive,” and “Under My Skin” exemplify this innovative direction.

Attention is now turning to a new boy group, tentatively named A2O Soul, expected to debut in the latter half of this year. Initially planned for a March launch alongside A2O's Korea office opening, the debut has faced delays, with another industry source confirming that “there's still no clear outline, so the second half of the year seems more realistic.” Unlike A2O May, A2O Soul is expected to officially debut in Korea and reportedly comprises both Korean and Chinese members.

Complicating the narrative is BoA's recent departure from SM Entertainment after a remarkable 25-year tenure. Known as one of the pivotal figures in exporting K-pop during its formative years, BoA's exit has fueled rumors of a potential reunion with Lee. She is considered part of Lee’s inner circle, which also includes veteran composer Yoo Young-jin, who joined A2O in its early stages. Adding more intrigue, Lee's niece and Girls' Generation member Sunny has also signed with A2O Entertainment, focusing on trainee development and mental-care programs.

While the A2O Entertainment team has been careful about confirming any speculation regarding BoA, it has noted that several former SM executives are now in senior roles at A2O, raising questions about her potential involvement. Although it seems unlikely that she'd make a formal move to A2O at this stage, insiders indicate that BoA could still play an integral role in A2O's Korean launch or in the introduction of A2O Soul if Lee seeks trusted collaborators for his next chapter.

As Lee Soo-man prepares to re-enter the Korean market, the future of K-pop could be shaped significantly by his ventures and the new talent emerging under A2O Entertainment. With established artists making their comebacks and new groups poised to make their mark, it’s an exciting time for fans and industry insiders alike.