SM Entertainment Denies Banning Artists from A2O LITE's 'NEON' Challenge
The K-pop agency addressed rumors that its artists were forbidden to participate in the viral dance challenge for A2O LITE's hit debut single.
Photo: Ingo Joseph / PexelsSM Entertainment has denied rumors that it is preventing its artists from taking part in A2O LITE's “NEON” challenge, according to Soompi. A representative for SM Entertainment dismissed claims that artists were forbidden to film videos for the popular dance challenge.
The rumors circulated after A2O LITE, a nine-member girl group, debuted earlier this month with its single “NEON,” which quickly became a hit. “NEON” achieved a perfect all-kill on Korean charts in less than two weeks and reached No. 1 on Melon’s Top 100 chart just 29 hours after its release on October 14, 2026, according to web search results. It remained at the top spot as of October 16, 2026.
SM Entertainment’s representative noted that members of Super Junior, an artist under their agency, have already performed the dance. Super Junior's Heechul and Leeteuk have reportedly danced to “NEON.” The SM representative also stated that the agency has not received any requests from A2O’s agency to participate in a challenge.
A2O LITE and the 15-member boy group A2O SOUL were both founded by Lee Soo-man, who also founded SM Entertainment. He returned to the K-pop industry with his new agency A2O Entertainment after his non-compete agreement expired in February 2026. A2O LITE and A2O SOUL reportedly received a combined 56 advertising proposals within 24 hours of their debut on October 15, 2026. A2O LITE secured its first music show trophy for “NEON” on October 20, 2026.
This news clarifies the situation for K-pop fans, especially given the history between SM Entertainment and its founder Lee Soo-man. It shows how quickly new groups can rise and create viral moments.
