Toshiba announces new name for its memory division

Toshiba Memory has announced that it has devised a new name with which to rebrand itself. This term, Kioxia, is a kind of portmanteau of the Japanese word for memory (kioku) and the Greek word axia ("value"). This rebrand will be implemented in October 2019.

As Kioxia, this company claims it will "cultivate the new era of memory, defined by rapidly increasing demands for large-capacity, high-performance storage and data processing, which positions the company to grow sustainably as a leading flash memory producer for many years to come". Toshiba Memory will also apparently "collaborate with people to meet the various needs of everyday life, making the world more interesting and providing long-lasting value to society" once its rebrand is complete.

Speaking at the launch of the Kioxia name, the executive chair of Toshiba Memory Holdings, Stacy J. Smith, said that she was "delighted to take the next step in our company’s evolution as we continue to enhance our position at the forefront of the memory industry". Kioxia will be a provider of storage devices, including SD cards, USB drives, and solid state drives (SSDs) in the future.