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WTF? World Taekwondo Federation rebrands over acronym

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Agence France-Presse

<div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2017/patrolph/06/24/worldtaekwondo.jpg"/><figcaption><div class="embed-desc"><cite>Photo courtesy of the World Taekwondo website</cite></div></figcaption></figure></div><p>SEOUL, South Korea - The World Taekwondo Federation has changed its name to World Taekwondo after becoming uncomfortable with the &quot;negative connotations&quot; of its acronym, WTF.</p><p>The body has been named World Taekwondo Federation since 1973, but it has been considering a change since the slang abbreviation &#x27;WTF&#x27; gained currency on social media.</p><p>&quot;In the digital age, the acronym of our federation has developed negative connotations unrelated to our organization and so it was important that we rebranded to better engage with our fans,&quot; World Taekwondo president Chungwon Choue said on the body&#x27;s website.</p><p>The rebranding and launch of a new logo reflect a &quot;commitment to evolving and adapting to remain relevant with today&#x27;s modern audiences&quot;, World Taekwondo said.</p><p>The new look for the Korean martial art was unveiled on the eve of the World Taekwondo Championships, which got underway in Muju, South Korea on Saturday.</p><div><strong>© Agence France-Presse</strong></div>

<p>SEOUL, South Korea - The World Taekwondo Federation has changed its name to World Taekwondo after becoming uncomfortable with the "negative connotations" of its acronym, WTF.</p>

SEOUL, South Korea - The World Taekwondo Federation has changed its name to World Taekwondo after becoming uncomfortable with the "negative connotations" of its acronym, WTF.