The world's governing body for taekwondo - a Korean martial art - has decided to change its name, 44 years after it was founded.

Its old name had unfortunate negative connotations, thanks in part to the Internet age.

Established in 1973, the World Taekwondo Federation was known in short as WTF - well, you can probably see why they're changing their name already.

Since the dawn of digital communications, netizens have been using "WTF" as the acronym for expressing "What the F*ck". It is unfortunate that the World Taekwondo Federation's abbreviated name used the same acronym.

According to BBC on Jun. 24, the organisation has since announced its new name as a shortened version of the original - World Taekwondo.

Citing the negative connotations in the old name, the organisation said that it was important that it rebranded to better engage with fans, according to the BBC.

The WTF's name change was made before the 2017 World Taekwondo Championships held in South Korea from Saturday (Jun. 24) to the end of the month.

Top image from World Taekwondo Federation Facebook.

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