World Taekwondo Federation announced the name change and rebranding because of jokes on the Internet and associations with the abbreviation WTF, Quartz reports.

As reported, henceforth the federation will be called not World Taekwondo Federation, but World Taekwondo. "In the digital age, the abbreviation of our federation creates negative connotations associated with our organization.

Therefore, it is very important to do a rebranding in order to better interact with our fans, "said the president of the organization.

He called such a reaction of the federation an opportunity to develop, adapt and remain relevant for young and modern viewers.

The new name and logo were already presented at the beginning of the World Taekwondo World Championships in South Korea.

The WTF words on the Internet are usually abridged by the obscene phrase "What the F * ck", which implies surprise (in other words, it can be translated as "what the hell is this?").