[Edaily Starin YUN GI BACK Reporter] Lee Soo-man, former chief producer at SM Entertainment, has played his trump card for a comeback to the K-pop market: “major rookies.” It’s a bold move to debut 24 members—comprising both boy and girl groups—simultaneously. He has reunited with producer Yoo Young-jin, his musical partner from his SM days, combining a shared universe with cutting-edge video technology. Analysts say this strategy aims to build on the production methods that led to success at SM in the past while implementing a new expansion strategy targeting a global fanbase.

◇Lee Soo-man and Yoo Young-jin Reunite… The Return of the “SM-Style Idol”
According to the music industry on the 14th, A2O Entertainment—with Lee Soo-man serving as key producer—simultaneously debuted the 15-member boy group A2O SOUL and the 9-member girl group A2O LITE on the 13th. This is a new rookie project being officially introduced to the domestic market following the expiration of the non-compete agreement regarding domestic album production, which was signed at the time of the sale of SM’s shares in 2023.
The launch is off to a smooth start. As of 5:00 p.m. on the 14th, A2O LITE’s debut song “NEON” ranked 6th on Melon’s Top 100, 24th on Genie Music’s real-time chart, and 1st on Bugs’ real-time chart. This demonstrates the group’s strong initial traction, as a rookie group entered the upper ranks of major domestic music charts just one day after their debut.
What catches the eye most is the music. “NEON” is a dance track that combines a heavy bassline with a cappella, blending intense beats with intricate choreography. A2O Soul’s “SUPERSTAR” offers a modern reinterpretation of 1980s synthesizer sounds. Yoo Young-jin participated in the lyrics and composition for both tracks.

Lee Soo-man and Yoo Young-jin have been key figures in shaping the musical identities of SM artists such as H.O.T., TVXQ, EXO, and aespa. The intense performances and experimental music they have pursued have now been passed on to these rookie groups. It is also noteworthy that, unlike the current trend in the K-pop market where relatively soft and easy-listening music is in the spotlight, they have chosen to go head-to-head with the music they do best—even if it’s considered “old-school.”
In particular, the group’s size—24 members—holds significance beyond simply generating buzz. The larger the group, the more diverse the possible combinations and unit activities, and the greater the potential to continuously produce content for both the group as a whole and individual members. The decision to launch both groups simultaneously is interpreted as a strategy not only to raise the profile of each individual group but also to rapidly promote the A2O brand as a whole.
◇A Single Universe for 24 Members… Expanding Beyond Music into Content Business
Another distinguishing feature is that the two groups are connected by a single shared universe. While A2O Soul and A2O Light each possess their own distinct music and identities, they share a common narrative. When combined with the previously unveiled A2O MAY, this structure allows the activities of each individual group to be accumulated as a single content asset.
This can also be seen as an expanded version of the universe strategy that Lee Soo-man pursued during his time at SM. It’s an approach that allows each group to secure its own fanbase while encouraging fans to consume content from other teams through a shared narrative. There is also significant potential to expand the business in the future through sub-units, collaborative performances, and video content.

The company has also actively leveraged cutting-edge technology. It has introduced 4D Gaussian Splatting (4DGS) technology, which reconstructs movements captured from multiple angles in a 3D space, and established the fan engagement platform “Blooming Talk.” The vision goes beyond simply presenting music and performances in a one-way manner; it aims to allow fans to experience content in diverse ways and build relationships with artists.
However, a large-scale debut also comes with its challenges. Introducing 24 members simultaneously requires significant promotional and operational costs, and it is not easy to sufficiently highlight each member’s individuality. While a shared universe and cutting-edge technology can help expand the fanbase, complex backstories could actually create barriers to entry for new fans. For now,
success or failure will ultimately depend on how effectively the initial buzz is converted into a sustainable fanbase and consumer engagement. “Neon”’s chart performance is the first indicator of the market’s interest in the Lee Soo-man and Yoo Young-jin partnership. However, the success of this large-scale rookie strategy can only be truly evaluated once the digital hit translates into album sales, live performances, and fanbase expansion. All eyes are on whether Lee Soo-man’s experiment—which combines past success formulas with new technology and a unique worldview—will succeed once again in the K-pop market.