Lee Soo-man delivers: rookie girl group A2O Lite tops Melon chart within a day of debut

A2O Lite, a rookie girl group launched by Lee Soo-man — key producer at A2O Entertainment and founder of SM Entertainment — topped a major music streaming chart just one day after its official debut, signaling a fresh wave in the K-pop scene driven by what many are calling a return to the genre's classic playbook.

According to Yonhap, A2O Lite's debut single "NEON" ranked No. 1 on Melon's Top 100 chart as of 11 p.m. Wednesday. It is rare for a rookie group to reach the top of a major streaming chart within a day of release.

The achievement is drawing attention in part because "NEON" makes deliberate choices that diverge from the current mainstream of K-pop.

Recent trends in the K-pop market have favored tracks under three minutes suited for dance challenges, along with styling that highlights each member's individual personality. "NEON," by contrast, runs 3 minutes and 28 seconds and leans into elements reminiscent of an earlier era — sharp synchronized choreography, unified stage costumes, high-note passages, an a cappella section and a dance break.

The track was produced by Yoo Young-jin, who collaborated with Lee during his SM Entertainment years on music for H.O.T., BoA, TVXQ, Girls' Generation, SHINee and aespa.

The response online has been equally strong. A performance video of "NEON" released through the M2 YouTube channel surpassed 2 million views within a day. Fans have praised the group, with comments such as, "You can feel the members' fierce determination, and I've missed this kind of sensibility — it feels like the essence of K-pop."

An official at one entertainment agency said "NEON" stood apart from current K-pop trends by emphasizing a bridge section that showcases the lead vocalist's singing ability, capturing the hallmarks of classic K-pop. "It gave older K-pop fans a sense of nostalgia and warmth, while offering something fresh to fans of today's K-pop," the official said.

The members' visuals have also generated buzz. Fans noted that member Aijing evokes BoA's early debut look, while Oa draws comparisons to S.E.S. member Eugene and former Girls' Generation member Jessica. The group's image carries a sense of familiarity by recalling artists from the SM era, while its multinational lineup — drawing members from South Korea, China, Japan and Thailand — signals a clear eye on the global market.

A2O Lite's debut has drawn intense public and industry attention as the first rookie girl group Lee has unveiled since returning to the front lines of domestic K-pop production. Lee sold his stake in SM Entertainment to Hybe in 2023 and departed the company, agreeing to a non-compete clause barring him from producing domestic albums for three years. That agreement was lifted in February this year.

Lee subsequently founded the startup label A2O Entertainment and continued pursuing activities aimed at the global market. In 2024, he introduced A2O May, a girl group composed entirely of Chinese members. This time, he simultaneously launched the nine-member girl group A2O Lite and the 15-member boy group A2O Soul, bringing a total of 24 new artists to the scene at once.

The industry is paying close attention to Lee's return and the new groups he has created.

An official at one idol agency said watching A2O Lite prompted thoughts of "back to basics." "It's good to keep adding new things to K-pop, but this group showed that there are moments when subtraction is just as necessary," the official said, adding that Lee's return was already having a considerable impact on the music scene. "With 'NEON,' he has stirred nostalgia among people in their 30s and 40s — the real question will be whether he can also move fans in their teens and 20s."

Music critic Lim Jin-mo focused on the symbolic weight of Lee's name. "Lee Soo-man as a producer is practically synonymous with K-pop itself. The name alone carries a certain force, and his track record lends him credibility," Lim said. "He is someone who puts artistic quality first, and that is why he is receiving such strong reviews for delivering a polished result."