oshiba Memory Holdings Corporation announced today that it will officially change its name to Kioxia Holdings Corporation on October 1, 2019. The name Kioxia (kee-ox-ee-uh) will be adopted for the names of all Toshiba Memory companies, largely effective on the same date.
Kioxia is a combination of the Japanese word kioku meaning "memory" and the Greek word axia meaning "value." Merging "memory" with "value," Kioxia represents the company's mission to uplift the world with "memory," which forms the foundation of the company's vision. Kioxia 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.
It's difficult to really understand the marketing that Toshiba is doing here.