‘King of K-pop’ Lee Soo Man talks about his career and what’s next

Lee Soo Man resisted the title at first. “King of K-pop” sounded too brash, too nightclub-esque — like something you’d see on a neon sign in Itaewon, a nightlife neighbourhood in the South Korean capital Seoul once popular with US soldiers and foreign visitors. “I asked them, ‘Couldn’t it be Father of K-pop?’” the 73-year-old recalled during a recent interview with The Associated Press. He was discussing the title of Amazon Prime’s documentary about his career. The producers insisted the bolder moniker would resonate better with American audiences. After some back-and-forth, Lee relented. “I had to follow their decision.”

The compromise speaks to Lee’s pragmatic approach to breaking South Korean acts into the American mainstream — a three-decade quest that often required him to bend but never break his vision. Now, as the founder of SM Entertainment and widely credited as the architect of K-pop’s global expansion, Lee will be inducted into the Asian Hall of Fame on Saturday alongside basketball legend Yao Ming, Olympic figure skater Michelle Kwan, and rock icon Yoshiki, among others.

Lee remains a prominent but controversial figure in K-pop history. His label pioneered the industry’s intensive training system, recruiting performers as young as elementary school age and putting them through years of rigorous preparation. Some of his artists have challenged their contracts as unfair, sparking broader debates about industry practices.

The recognition arrives as Lee reemerges into the spotlight after a contentious, high-profile departure from the agency he founded in 1995 - a management battle that included a public feud with his nephew-in-law and a bidding war over his shares. He’s been keeping busy since, debuting a new band, A2O MAY, in both China and the US. He’s also investing in a boutique Chinese firm’s high-tech production technologies.

Born in South Korea, Lee studied computer engineering in the US for his master’s degree. That technical background would later inform his approach to everything from visualization and cutting-edge production technologies - he said he’s been rewatching “The Matrix” to revisit filming techniques — to pioneering elaborate “worldviews” and virtual avatars for his K-pop bands.

For Lee, the Hall of Fame honour “confirms that K-pop has become a genre that the mainstream is now paying attention to” - an acceptance that came after costly lessons and years of trial and error. Lee invested about $5 million in BoA’s 2009 American debut with “Eat You Up,” one of the first songs by a South Korean artist to be primarily written and produced by Western producers — a bold early attempt to bring K-pop into the US mainstream. But with few widely recognized Asian artists in American pop culture at the time, the market wasn’t ready. After nearly two years, BoA — already a megastar in Korea and Japan — decided to return home. The experience, Lee has said, left him with lasting regrets.

“When I asked the songwriter(s) to revise ‘Eat You Up,’ they refused,” Lee recalled. “If we had changed it, I believe it would have achieved much better results.” That setback taught Lee that K-pop needed to source global talent while maintaining creative control to adapt songs for the worldwide market. His quest for the perfect tracks took him worldwide.

“I once heard a song that was so good I couldn’t let it go,” he said, recalling the track that would later become “Dreams Come True” for S.E.S., the late-1990s girl group. “I could’ve bought the license to the song in South Korea, Hong Kong, or Sweden. But I wanted to play it safe, so I found the Finnish address, went to meet the songwriter directly, wrote up a contract, and brought it back.”

At the time, top Western songwriters prioritized Japan, the world’s second-largest music market. “European songwriters were willing to sell to Asia,” Lee explained. “That’s how we eventually built a system where music from Europe, Asia, and America could come together.” That fusion became K-pop’s signature. Lee also helped to pioneer another innovation: elaborate fictional universes, or “worldviews,” for groups like EXO and aespa — a storytelling approach that would later be adopted across the industry, including by groups like BTS.

Associated Press