The World Taekwondo Federation has changed its name to simply World Taekwondo. The rebranding is to avoid confusion over its acronym 'WTF'. This acronym is widely used as a slang term on social media, but it has a very different and very rude meaning when it is used on Facebook, or Twitter. The abbreviation 'WTF' is a slang term that is often used to indicate disdainful disbelief. The World Taekwondo president said: "In the digital age, the acronym of our federation has developed negative connotations unrelated to our organization, and so it was important that we rebrand to better engage with our fans...stay relevant and appeal to young and modern audiences."
Taekwondo is a Korean martial art, characterized by its emphasis on head-height kicks, jumping and spinning kicks, and fast kicking techniques. The Taekwondo Federation president said: "Since 1973, we have been known as the World Taekwondo Federation. Over the following 44 years, we have grown taekwondo into the global sport it is today with 208 member national federations worldwide; we have led taekwondo to the Olympic Games, and in 2020, we will have the honour of seeing taekwondo at both the Olympic and Paralympic Games; and we have reinforced our federation’s position as a global leader in taking taekwondo beyond sport and into the field of humanitarianism."