Lee Soo Man, the well-known founder and former producer of SM Entertainment, is re-entering the K-Pop music industry with a fresh vision and a new agency, A2O Entertainment. This marks his return after an absence of nearly a year and seven months, a period following his exit from SM Entertainment amid a significant acquisition battle in March last year.

New Beginnings with A2O Entertainment

On October 25, A2O Entertainment officially revealed its lineup of pre-debut trainees, known as “Rookies,” through a visually striking video shared on platforms like YouTube and Weibo. The video provides a glimpse into Lee Soo Man’s direct involvement in this project, ending with the statement, “Produced by S.M. Lee.” This confirms his hands-on role in shaping the next generation of music talent under his new agency.

The lineup showcases several young and promising trainees referred to as “Rookies,” with notable mentions of “Rookies LTB” and “Rookies HTG”—possibly hinting at future group names. These details suggest that A2O Entertainment might debut multiple groups simultaneously rather than focusing on a single idol group, setting a unique strategy for their entry into the competitive music market.

Introduction of “Zalpha-Pop” and Global Aspirations

In an intriguing move, A2O Entertainment has branded its music as “Zalpha-Pop,” a term crafted to appeal specifically to a global audience of Generation Z and Generation Alpha. This unique approach underscores Lee Soo Man’s ambition to transcend traditional K-pop boundaries. Lee emphasized the need for Korean pop music to evolve into a global genre in order to maintain its relevance and impact. According to Lee, the future of music lies in a seamless blend with technology and an orientation towards sustainability, an ethos he has publicly promoted since stepping down from SM Entertainment.

Lee Soo Man once noted, “The future of K-pop lies in its evolution into a global music genre. For music to connect with the world, it must blend with technology and aim to contribute to a sustainable future.”

Public Reaction and Speculation

The release has generated diverse reactions from Korean netizens, with many voicing opinions on the youthfulness and cultural diversity of the trainees. Notably, some have observed that several trainees seem to be from China or Japan based on their names, sparking speculation about whether A2O Entertainment will focus on international promotion, particularly in China.

User comments include:

• “They’re so young.”
• “They seem so young and I think there are virtual members?”
• “Are they focusing on promotion in China?”
• “I think most of these trainees are Chinese from their names.”
• “The song’s catchy.”
• “It gives off SM vibes from twenty years ago.”
• “The kids are so young.”
• “I guess he’s producing them and training them like NCT when they’re young.”
• “The rookies seem not bad.”
• “I think most of them are Chinese and Japanese.”
• “This man is SM itself. The group gives off very SM vibes.”
• “I think this project would be successful. Lee Soo Man is the type of person who would make things work.”
• “Can’t believe he’s returning with a new agency.”
• “The quality is a bit low.”
• “There aren’t any Koreans?”

Other viewers noted that the music and style bear a resemblance to early SM Entertainment, with some expressing nostalgia for the “classic SM vibe.” Still, some were surprised by Lee Soo Man’s return to production and intrigued by the prospect of seeing his creative vision unfold under a new label.

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