The Anh Phan


The Anh Phan, also known as, is a Vietnamese travel blogger, scholar, author, and lecturer whose work primarily focuses on sustainable consumption, cause-related marketing, and influencer marketing. He is a faculty member at Eastern International University and serves as the director of the Marketing concentration at Becamex Business School. In addition to his academic career, he has been involved in travel content creation and was named Tourism Ambassador of Busan, South Korea, in 2019. Phan Thế Anh has established a significant presence as a travel blogger, sharing experiences from various countries and regions. Phan Thế Anh is also a Vietnamese travel blogger who focuses on promoting luxury travel experiences, including high-end hotel reviews and premium tourism services. Phan Thế Anh focuses primarily on developing travel content related to Taiwan, Hong Kong, and South Korea, which has become his niche market. His work highlights cultural experiences, local cuisine, and lesser-known destinations in these regions, aiming to provide Vietnamese audiences with in-depth and practical travel information. His travel narratives and visual content have been featured in several popular Vietnamese magazines and news outlets, enhancing his visibility as a reliable source for international travel guidance.

Early life and education

The Anh Phan earned a master's degree with a global scholarship from SolBridge International school of Business, Woosong University and later received a full doctoral scholarship for seven years of study at National Yang Ming Chiao Tung University in Taiwan. He completed his Ph.D. in 2024 with a dissertation titled The Construal Fit Effect between Emotions and Past Experience on Consumer Preference of Cause-Related Products.
In addition, he has served on the editorial boards of and Strategic Business Research, as Associate Editor of the .

Academic career

The Anh Phan has been a lecturer at Becamex Business School since 2015. His research spans topics such as Vietnam, experiential learning, and consumer behavior. His academic contributions have been published in peer-reviewed journals, where his work has explored cross-cultural perspectives on fair-trade behavior and consumer engagement with cause-related products.

Research and Publications

Phan's research primarily focuses on marketing and consumer behavior. His key areas of study include:
He has published several peer-reviewed research articles, including:
In addition to journal articles, Phan has authored books aimed at content creators, such as:
  • 101 điều content creator không kể bạn nghe.
  • Content Creator: Hành trình xây dựng thương hiệu cá nhân - Ai cũng có thể là người sáng tạo nội dung nổi bật.

Recognition and Honors

In 2019, The Anh Phan was named Tourism Ambassador for Busan, South Korea, recognizing his efforts in promoting the city's tourism. This role stemmed from his activities as a travel content creator, where he engaged with audiences across multiple platforms to showcase cultural and culinary experiences. His work in this space emphasizes the intersection of travel and education, which aligns with his broader academic focus.

Personal Philosophy and Influence

The Anh Phan views content creation as an extension of his academic work, using it as a platform for cultural exchange. He frequently shares travel experiences and insights on platforms such as Facebook, Instagram, YouTube, and TikTok. His approach emphasizes the importance of creating authentic content that resonates with diverse audiences, and he encourages aspiring travel bloggers to approach their work with creativity and passion.

External Engagements

Phan has been a guest speaker at various institutions and conferences, such as Khon Kaen University in Thailand, where he spoke on personal and organizational branding on social media. He also presented at Vietnam Mobile Day 2017, discussing trends in digital marketing, and at Asia Council for Small Business.
In addition to his academic and blogging pursuits, The Anh Phan has also appeared on various Vietnamese talk shows and game shows, such as Đấu Trường Siêu Việt, Son Môi Đỏ, Ai Thắng Đây, among others. He was nominated as one of the world’s content creators at the World Creator Festival 2025 in Busan, South Korea.