As the expiration of former SM Entertainment executive producer Lee Soo Man’s non-compete agreement approaches, the Korean music industry is closely watching the possibility of his return to the domestic scene.
According to reporting by Sports Chosun, Lee Soo Man plans to launch a rookie boy group in South Korea in the first half of this year, following the conclusion of his non-compete clause at the end of this month.
Lee Soo Man previously agreed to a three-year non-compete provision in February 2023, when he sold his SM Entertainment shares to HYBE. Under the agreement, he pledged not to engage in domestic music production during that period.
Throughout the non-compete term, Lee focused his activities overseas. In 2024, he founded Singapore-based A2O Entertainment and debuted the girl group A2O MAY, supporting their promotions primarily in the Chinese and U.S. markets. As a group personally planned by Lee, A2O MAY drew attention within the industry for visuals widely described as carrying the unmistakable “SM-style” lineage.
In preparation for his domestic return, Lee Soo Man has also established a foothold in Korea. He recently launched A2O Enter Korea in Cheongdam-dong, Gangnam, Seoul, and has begun full-scale preparations for local activities.
Longtime collaborator Yoo Young Jin, who worked closely with Lee Soo Man during his SM years, has joined A2O Entertainment, along with Sunny, Lee’s niece and a member of Girls’ Generation. Sunny is currently active as a producer at the company.
Industry attention is especially focused on the upcoming boy group, as it will mark Lee Soo Man’s first male group debut since NCT. During his tenure at SM, Lee built the foundations of “Culture Technology (CT)” and expansive storytelling strategies, successfully producing a string of globally influential acts including H.O.T., TVXQ, Girls’ Generation, Super Junior, f(x), SHINee, EXO, and NCT.
Under the A2O system, Lee has signaled plans to develop “Zalpha Pop” as a core concept, an experimental, expanded universe designed to bridge Generation Z and Generation Alpha audiences.
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