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Toshiba Memory to rebrand as “Kioxia” in October

July 18, 2019
Toshiba Memory America announced that it will officially change its name to Kioxia America on Oct. 1. The new name is a combination of the Japanese word kioku meaning “memory” and the Greek word axia meaning “value.”

San Jose, CA-based Toshiba Memory America announced July 18 that it will officially change its name to Kioxia America, Inc. on Oct. 1 of this year. The name Kioxia (kee-ox-ee-uh) will be adopted for the names of all Toshiba Memory companies, largely effective on the same date.

The company explained that 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," the company said in a press release.

“I am 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,” Toshia Memory Holdings executive chairman Stacy J. Smith said. “Using ‘memory’ as our starting point, Kioxia will collaborate with people to meet the various needs of everyday life, making the world more interesting and providing long-lasting value to society.”

Toshiba Memory Corp. describes itself as having driven the technological evolution of flash memory from its invention of NAND flash memory in 1987 through its introduction of the latest 3D flash memory, BiCS FLASH.

"As society creates increasing amounts of active data through new technologies such as 5G, IoT and cloud computing, more memory and storage is needed than ever before," the company said. "As an industry pioneer and continued global leader in flash memory and solid-state drives, we are well positioned to enable our digital society to launch into a new era of memory."

Toshiba Memory America is the U.S.-based subsidiary of Toshiba Memory Corporation, a worldwide supplier of flash memory and solid state drives (SSDs). 

About the Author

Mike Hockett | Former Editor

Mike Hockett was Editor in Chief for EE from September 2018 to Sept. 2019. Previously he served as editor for two manufacturing trade publications: Industrial Distribution, and Industrial Maintenance & Plant Operation. He began in sports writing for a trio of newspapers in Wisconsin and Iowa and earned a BA degree in print journalism from UW-Eau Claire.

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