[DigitalToday reporter Ho-jung Lee] AXZ, which operates the 'Daum' portal service, said on July 27 it will change its corporate name to Daum.

AXZ approved the name change to Daum Corp at an extraordinary shareholders meeting held on July 20. The move was pursued to align the company's brand with its flagship service, clarify its corporate identity and strengthen communication with Daum portal users and partners. It said existing service usage and member accounts will remain the same after the change.

Daum said it will use the name change as an opportunity to revamp its corporate website and official channels and build a next-generation portal by combining AI technology with capabilities accumulated in search, content and community services.

It will step up AI search that comprehensively understands users' questions and situations, going beyond keyword-based search. In news and content, it will enhance personalisation and summarisation functions so users can more conveniently explore reliable information. It also plans to continue strengthening the competitiveness of its communities and creator ecosystem, including Cafe and Tistory.

Daum, which began in 1995, has provided various services including search, news, email, Cafe and blogs, and currently operates the Daum application and Tistory. The new corporate name, Daum, is a native Korean word meaning 'the time or turn that follows after now', and the company plans to grow into a platform that connects users' today with a better tomorrow.

Daum Chief Executive Kun-soo Lee (이건수) said, "This name change is not simply about changing the company's name, but about making clearer our responsibility for Daum's services and future." He added, "We will carry on the trust and value Daum has built up over about 30 years, and combine it with AI technology to leap forward as a company that leads the new internet and AI era."