The Winning is the ninth extended play by South Korean singer-songwriter IU, released on February 20, 2024, through Edam Entertainment.

[3] IU appeared on BTS member Suga's talk show Suchwita in December 2023, where she hinted that her then-upcoming EP would contain songs about her age.

[4] The lead single "Love Wins All" was issued on January 24, 2024, along with its music video.

[5] IU officially announced the EP on January 29, 2024, posting a 21-second teaser clip containing close-ups of the singer "accompanied by sombre music",[6] showing her with bleached blonde hair and wearing a red outfit.

[4] The track listing of The Winning was revealed on February 5, confirming "Shopper" and "Holssi" as the EP's second and third singles, and guest appearances from NewJeans' Hyein, Wonsun Joe, and an undisclosed narrator on the third track "Shh..".