This study explored what reasons/factors can truly motivate athletes/students to continually participate in taekwondo practices and competitions in New York City (NYC). Participants were 85 taekwondo athletes/students (51 Boys, 34 Girls; age range 10-22 years) from seven taekwondo schools/clubs in NYC. Data collection was done by the Adapted Questionnaire of Taekwondo Student's Motivation (AQTKDSM). This questionnaire asked, "What reasons/factors motivate you to participate in taekwondo practices and competitions continually?" with 18 motivation factors (MF) provided; each MF allows the participant responding in a 5-points Likert type scale (5 represents "Strongly-fit" and 1 represents "Not-it"). Data analyses included descriptive statistics and a 2 x 4 (Gender [males, females] x Belt-Colors [yellow, blue, red, black]) multivariate analysis of variance (MANOVA). Findings included: The top three reasons/factors were "Technical content and unique value," "For fun" and "Shape body" (M = 4.79 to M = 4.24); these three MF possessed the highest impact power on their motivation. The results of 2 x 4 MANOVA revealed: significant differences were found in both "Gender" and "Belt-colors"; e.g., males scored over females in "Shape body" and "Become a professional"; females scored over males in "Establish prestige" and "Self-defense." As to Belt-Colors comparisons, Black scored over Red in "technical content and unique value"; Blue over Yellow in "For fun" and Black scored over Red in "Make new friends." In conclusion, the most important motivation reasons/factors are: "Value," "Enjoyment," "Self-esteem," and "Physical needs" four intrinsic motivations; and "Develop skills," "Establish prestige," "Build-up friendship," and "Contest winners" four extrinsic motivations.