On January 15, IU officially announced her musical comeback in over two years and also launched a new TikTok account as a promotional strategy. The next day, she revealed the main poster for her upcoming pre-release single 'Love Wins,' which will feature BTS' V and be directed by Um Tae-hwa. On the same day, she stirred excitement among fans by announcing an 18-city world tour, 'H.E.R.,' starting in Seoul and then heading to different cities across Asia, Europe, and the United States. Amidst this, the title of her song sparked controversy within a section of the LGBTQ+ community, stating that by using this phrase, which has been affiliated with pride parades for the longest time, in the context of heterosexual content might diminish its value. Immediately after, the title was changed to 'Love Wins All,' and is slated for a release on January 24.