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THE WINNING, released on February 20, 2024, is IU's sixth mini-album under Edam Entertainment. The album features an electropop sound with themes of desire and self-expression. The lead single, "Shopper", comes with a music video directed by DPR Ian, which includes a special appearance by V from BTS. THE WINNING debuted at No. 3 on the Circle Album Chart, selling over 377,000 copies in its first month, earning Platinum certification from the Korea Music Content Association (KMCA), and ranking No. 2 in Billboard's 20 Best K-Pop Albums of 2024.

Tracklist:

1. Shopper
2. Holssi
3. Shh.. (featuring Hyein and Wonsun Joe; narration by Patti Kim)
4. Love Wins All
5. I Stan U

Inclusions:

• Sleeve
• Photobook : 148 pgs
• CD
• Accordion Photocard 
• Mugshot Photocard
• Crossword Puzzle Postcard
• Logo Stickers : 3 ea
• Hidden Message Card
• Photocards : 3 ea