"Who will create the next BTS?"
In the spring of 2026, the entire K-pop industry is fixated on this single question. And an unprecedented six major players have stepped forward with their answer — all at the same time.
SM Entertainment, YG Entertainment, HYBE (through ADOR), and two industry titans who had left the scene — Lee Soo-man and Min Hee-jin — have all declared their intention to debut new boy groups within 2026. Never in K-pop history have this many major players launched boy groups in the same year.
The End of the Girl Group Era, the Dawn of the Boy Group Era
2023–2025 was unequivocally the era of girl groups. NewJeans, IVE, aespa, LE SSERAFIM, BABYMONSTER, KATSEYE — every Big 4 company's core strategy revolved around female idols.
But in 2026, the tide is turning. BTS's full-group comeback, SEVENTEEN's global stadium tour, and BIGBANG's 20th anniversary world tour have signaled the revival of the boy group market. And every agency is now preparing its next generation.
The Big 4 + 2 Debut War — The Complete Roadmap
| Agency/Label | Project | Debut Timeline | Key Strategy |
|---|---|---|---|
| SM Ent. | SMTR25 Boy Group | H2 2026 | Pre-debut buzz via "Reply High School" reality show, multinational members |
| YG Ent. | New Boy Group | Fall 2026 | First male idol launch in 6 years since Treasure, Yang Hyun-suk producing |
| HYBE/ADOR | ADOR Boys | Auditions ongoing | Global audition across 11 cities, applicants born after 2007 |
| Lee Soo-man/A2O | A2O Soul (tentative) | H1 2026 | Post non-compete return to Korea, Korean-Chinese members |
| Min Hee-jin/Ooak | New Boy Group | TBD | The creator of NewJeans' next-gen project |
| JYP Ent. | Unannounced | TBD | Trademark filings spotted, girl group likely (4 years since NMIXX) |
SM Entertainment — SMTR25, the First Big Bet in 3 Years
SM unveiled its multinational male trainee project SMTR25 at SMTOWN LIVE 2025. The plan: debut two to three teams sequentially from a pool of 25 trainees.
The first unit will be introduced through Mnet's reality program "Reply High School" in H1, targeting an official debut in H2. SM has even incorporated an AI-powered song selection system, positioning this project as the cornerstone of its "SM NEXT 3.0" strategy.
As SM's first new boy group since RIIZE — and the first male idol debut under the Kakao regime — industry attention is intense.
YG Entertainment — 6 Years After Treasure, Yang Hyun-suk Returns
YG announced a new boy group debut for fall 2026 through its official blog. It will be the agency's first male idol launch in six years since Treasure.
Executive Producer Yang Hyun-suk personally unveiled the "2026 YG PLAN," presenting the new boy group alongside BIGBANG's 20th anniversary world tour and expanded activities for Treasure and BABYMONSTER as YG's core 2026 strategy. While lineup and concept details remain undisclosed, YG's signature formula of "long-term training followed by a polished debut" is expected to return.
HYBE/ADOR — The Card to Fill NewJeans' Void
ADOR is conducting the "2026 ADOR Boys Global Audition" across 11 cities worldwide. Eligibility: born after 2007, any nationality. ADOR's official stance: they're searching for "raw talent rather than trainees who follow trends."
With uncertainty surrounding ADOR's artist lineup due to the NewJeans dispute, a new boy group will be the critical project to redefine ADOR's label identity.
2026 marks the most intense boy group debut battle in K-pop history
Lee Soo-man's Return — Non-Compete Lifted, A2O Soul Rises
The most dramatic player is Lee Soo-man himself.
In February 2023, when he sold his SM Entertainment shares to HYBE, Lee signed a three-year non-compete clause barring him from domestic music production. That clause expired at the end of February 2026.
Lee had already established Singapore-based A2O Entertainment and debuted the girl group A2O MAY in Chinese and American markets. With the non-compete lifted, he opened A2O Enter Korea in Cheongdam-dong, Gangnam, officially marking his return to the Korean market.
The centerpiece is a new boy group tentatively called "A2O Soul." Composed of Korean and Chinese members, the group targets an H1 2026 debut. Yoo Young-jin, Lee's longtime SM collaborator, has joined A2O, along with Girls' Generation's Sunny (Lee's niece).
As the first boy group Lee has personally developed since NCT, this project represents more than a rookie debut — it's a generational showdown in K-pop production.
Min Hee-jin's Counterattack — Ooak Records' Next-Gen Project
Dismissed from ADOR, Min Hee-jin is reportedly preparing a boy group through her new label Ooak Records. A next-generation male idol crafted by the creative director who birthed NewJeans — while the debut timeline remains unclear, industry anticipation is already intense.
If Min launches her boy group, it sets up a direct collision with Lee Soo-man's A2O Soul and SM's SMTR25. NewJeans' mother vs. SM's father vs. the current SM — the most complex and fascinating three-way battle in K-pop history is on the horizon.
Why 2026? — A Structural Turning Point
This simultaneous war has structural reasons behind it.
1. Completion of 3rd-Gen Boy Group Military Cycles BTS, EXO, and SEVENTEEN have returned from military service, but there's no guarantee their prime extends into the 2030s. Agencies must prepare for the "post-3rd-gen" era.
2. 4th-Gen Boy Groups Begin Enlisting Military enlistment for groups like Stray Kids and ATEEZ begins in 2026–2027. Fifth-generation boy groups are needed to fill this void.
3. Girl Group Market Saturation The 2023–2025 girl group rush has saturated the market. Pivoting to boy groups is a strategic necessity for differentiated positioning.
4. Lee Soo-man's Non-Compete Expiration Analysts suggest that the return of K-pop's greatest producer has accelerated other agencies' debut timelines as a catalyst effect.
What MEARROW Is Watching
The real significance of this war lies in who will dominate K-pop in the 2030s. Just as BTS debuted in 2013 and reshaped the global music landscape a decade later, one of the boy groups debuting in 2026 could become the BTS of the 2030s.
MEARROW is closely monitoring how each agency's rookie project will impact Premier League and Challengers League rankings. Whether SM proves the Kakao regime's track record through SMTR25, whether YG breaks a six-year drought to create a second BIGBANG, whether Lee Soo-man proves he can produce hits outside SM — all eyes are on H2 2026.
The Bottom Line
"Who will create the next BTS?"
No one knows the answer yet. But one thing is certain: 2026 will be a watershed moment for the K-pop boy group market. The Big 4's organizational firepower, Lee Soo-man's experience, Min Hee-jin's creativity — all collide within a single year.
As a K-pop fan, there has never been a more exciting year to watch.
Comments
0Loading comments...