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The central government-founded General Association of Chinese Culture has announced a rebrand, with a new English name. At its annual assembly, the association decided it will now be called the National Cultural Association of Taiwan.

But some say the rename in English isn’t enough. Among the critics is the founder of United Microelectronics, Robert Tsao, who until today was an executive committee member. The business tycoon says that the name in Mandarin should also get a refresh as it still features the word “Chunghwa” meaning pan-Chinese or Sinitic. Tsao resigned from his position and did not attend the meeting on Tuesday. The main proponents of updating the English name were two fellow executive committee members and advisory committee members: former Taiwan Financial Asset Services Chairman Hung San-hsiung and his wife. They say the English change was comparatively easier to implement, as changing the Mandarin name would require amendments to the association’s charter, and pushing for the change through a separate system.

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