SM Entertainment Founder Prepares for Comeback

Key Takeaways:

• Lee Soo-man, the founder of SM Entertainment, is expected to resume activities in Korea in March after a three-year non-compete clause expires.
• Lee’s new agency, A2O Entertainment, has already made a mark in the global market with its Chinese girl group A2O May.
• A new boy group, A2O Soul, is expected to debut in the second half of the year, with a mix of Korean and Chinese members.
• There is speculation about a possible reunion between Lee and BoA, who recently left SM Entertainment after 25 years.
• A2O Entertainment has registered its trademark in Korea and established a local office in Gangnam, Seoul, signaling its intention to enter the Korean market.

Introduction to Lee Soo-man’s Return
Lee Soo-man, the founder of SM Entertainment and the key visionary behind A2O Entertainment, is expected to make a comeback in the Korean entertainment industry in March. This comes after a three-year non-compete clause, which was part of his deal with Hybe, expires. The clause was agreed upon in February 2023, when Lee sold his 14.8 percent stake in SM Entertainment to Hybe for 422.8 billion won ($286.1 million). Despite being barred from domestic music production, Lee did not step away from the entertainment business and instead reestablished his operations overseas under the A2O Entertainment banner.

A2O Entertainment’s Global Expansion
A2O Entertainment, headquartered in Singapore, has been making waves in the global market. The company’s US office in California has played a central role in artist management and music production aimed at the global market. Lee’s first major project under A2O Entertainment was A2O May, a Chinese girl group that debuted in December 2024. The group has focused on activities primarily in China and the US, avoiding any potential conflicts with the non-compete clause. A2O May has achieved significant success, becoming the first all-Chinese girl group to enter the US Mediabase Top 40 Airplay chart in April 2025. The group has also performed at major festivals, including iHeartRadio’s Wango Tango in California, and collected multiple Rookie of the Year awards across China and international stages.

A2O Entertainment’s Plans for the Korean Market
Despite A2O May’s limited ties to Korea, Lee has not ruled out the local market. In fact, A2O Entertainment has registered its trademark in Korea and established a local office in Gangnam, Seoul. The company is expected to debut a new boy group, tentatively referred to as A2O Soul, in the second half of the year. The group, reportedly composed of Korean and Chinese members, was initially slated for a March launch but has been delayed. Unlike A2O May, A2O Soul is expected to debut officially in Korea, signaling A2O Entertainment’s intention to enter the Korean market.

Speculation about BoA’s Involvement
The recent departure of BoA from SM Entertainment after 25 years has fueled rumors of a possible reunion with Lee. BoA played a pivotal role in exporting K-pop during SM Entertainment’s early years and is widely regarded as part of Lee’s inner circle. Industry observers note that several former SM Entertainment executives have already taken up senior positions at A2O Entertainment, raising questions about where BoA might fit. While a formal move to A2O Entertainment appears unlikely at this stage, industry insiders say BoA could still play a meaningful role in the launch of A2O Entertainment’s Korea office or the debut of A2O Soul, should Lee seek trusted collaborators for his next chapter.

Conclusion and Future Prospects
As Lee Soo-man prepares to resume activities in Korea, the entertainment industry is abuzz with speculation about his plans. With A2O Entertainment’s global expansion and its plans to enter the Korean market, the company is poised to make a significant impact on the K-pop scene. The possible reunion with BoA adds to the excitement, and fans are eagerly waiting to see what the future holds for Lee and his new agency. As the K-pop landscape continues to evolve, one thing is certain – Lee Soo-man’s return is expected to bring about a new era of innovation and creativity in the industry.