Fan Yafu / Southeast Asia marketing architect
Strategy, team training and AI workflows for brands selling in Malaysia, Indonesia, Thailand and Vietnam, from the founder of AsiaInfluencerX.
Services
For brands entering Malaysia, Indonesia, Thailand or Vietnam.
Book a call about thisIn-house training for brand and agency teams.
Book a call about thisRedesign how your team plans, makes and measures content with AI.
Book a call about thisHow engagements run
Scope and fee quoted on request
One focused session on your biggest question, with written notes and next steps.
Scope and fee quoted on request
Review of your market data, channels, team and content, ending in a prioritised plan.
Scope and fee quoted on request
Monthly reviews with your team, decisions on budget and creators, and on-call advice.
Background
Founder of AsiaInfluencerX, a Southeast Asian influencer and live-commerce agency with a network of 30,000+ verified creators across Malaysia, Indonesia, Thailand and Vietnam.
From May 2019 to April 2021 Fan wrote 网红666, a weekly column on the creator economy, for the Malaysian Chinese daily China Press. He is also the founder and chief strategist of Yafu Global and an author at 5D Library, where he has published twenty-one bilingual monographs with DOIs.
AsiaInfluencerX was ranked No.1 TikTok Shop Partner in Malaysia in TikTok's partner rankings. See the rankings.
Published monographs · 研究专著与公开方案
Simon's Scarcity Law, Power-Law Networks and Conversion Funnels in Creator Commerce
Simon's scarcity law and a daily attention budget, preferential attachment and power-law audiences, information cascades and tipping points, the conversion funnel as an absorbing Markov chain, two-sided platforms and stacked commissions, machine-readable reputation and the merchants of the Shiji, with a four-week attention ledger and a pre-registered trial.
从西蒙的稀缺定律、优先连接与幂律、信息级联与阈值相变，到马尔可夫转化漏斗、双边市场与《货殖列传》，附四周注意力账本与预注册随机试验。
Disclosure: this site and 5D Library are run by the same group, founded by the author. 说明：本站与 5D Library 同属作者创办的集团。
Self-Attention Geometry, Ashby's Requisite Variety and Cognitive Projection in Information Theory and East Asian Philosophy of Mind
Why two people who ask the same language model the same question come away with opposite impressions: conditional entropy and what a prompt adds, the geometry of self-attention, Ashby's law of requisite variety and the limits of verification, projection and confirmation bias, model collapse and how real data prevents it, and what the evidence on human–AI teams actually shows, read beside Zhuangzi's mirror and Yogācāra thought, with a four-step prompt audit and a pre-registered double-blind trial.
为什么两个人问同一个语言模型会得到截然不同的印象：条件熵与提示带来的信息、自注意力几何、阿什比必要多样性与核查的上限、投射与确认偏误、模型崩溃与真实数据，以及人机团队的真实证据，与庄子之镜、唯识学并读，附四步提示审计与预注册双盲试验。
Disclosure: this site and 5D Library are run by the same group, founded by the author, which uses AI tools in influencer marketing, digital marketing and content production. 说明：本站与 5D Library 同属作者创办的集团，集团在网红营销、数字营销和内容制作中使用 AI 工具。
Psychological Inertia, Static Friction Thresholds, Kramers Escape Rate in Double-Well Potentials and Habit Phase Transitions, Read Beside East Asian Philosophy of Practice
Why starting is harder than continuing, modelled as cross-disciplinary analogies: status quo bias and defaults, static against kinetic friction and why moving forward needs grip rather than resistance, Kramers' escape rate from a double well and why lowering a barrier alone also speeds relapse, hysteresis and tipping points, learning by teaching and complex contagion, and the failed replications of ego depletion, read beside the Book of Changes, Wang Yangming and a Chan case, with a four-step barrier audit and a pre-registered trial of peer tutoring.
为什么开始比继续难（跨学科类比与简化模型）：维持原状偏差与默认选项、静摩擦与动摩擦以及「前进需要抓地力而不是阻力」、双势阱克莱默斯逃逸率与「只降势垒也会加速复发」、滞后与临界点、为教而学与复杂传染、自我损耗的重复失败，与《周易》、王阳明《传习录》和禅宗公案并读，附四步势垒核查表与同伴辅导的预注册随机试验。
Disclosure: this site and 5D Library are run by the same group, founded by the author, who uses these books as the basis of his community courses, the 5D Ascension Cards (Dimensional Shift Card Decks) and the Yafu AI knowledge base. 说明：本站与 5D Library 同属作者创办的集团，作者以这些书作为其社群认知课程、升维牌卡（5D Ascension Cards）与 Yafu AI 知识库的方法论基础。
Markov Blankets, Variational Free-Energy Minimisation, Exploration-Exploitation Trade-offs and East Asian Causality in Computational Neuroscience
How a mind that predicts the world can keep acting out the same script: the free-energy principle and active inference, a small agent whose pessimistic prior drives it back into the same trap, Markov blankets and their critics, bandits and the value of exploration, low-stakes sandboxes, and chaos without free will, read beside Yuan Huang's Four Lessons and Yogācāra thought, with a four-step Bayesian audit and a pre-registered trial of a structured sandbox workshop.
一个预测世界的大脑为什么会反复演出同一个剧本：自由能原理与主动推理、悲观先验驱动智能体反复落入同一陷阱的模型、马尔可夫毯及其批评、多臂老虎机与探索的价值、低风险沙盘，以及混沌不等于自由意志，与袁黄《了凡四训》和唯识学并读，附四步贝叶斯审计与结构化沙盘工作坊的预注册随机试验。
Not psychotherapy. Disclosure: this site and 5D Library are run by the same group, founded by the author, who uses these books as the basis of his community courses, the 5D Ascension Cards (Dimensional Shift Card Decks) and the Yafu AI knowledge base. 本书不是心理治疗。说明：本站与 5D Library 同属作者创办的集团，作者以这些书作为其社群认知课程、升维牌卡（5D Ascension Cards）与 Yafu AI 知识库的方法论基础。
Relational Contracting, Optimal Stopping Thresholds and Institutional Distance, Read Beside the Art of War
Why the same exit can read as prudence to one partner and betrayal to another: commitment games and adaptive search, real options and when staged entry beats a single commitment, optimal stopping and why the best exit rule is more patient early on than a three-month stop-loss, incomplete and relational contracts and when a hybrid contract helps, delay and gain in fast iteration, institutional distance across Southeast Asia, and multitask agency, read beside the Art of War, the Book of Changes and the Analects, with a four-step contract alignment checklist and a pre-registered vignette experiment in five countries.
为什么同一次退出，在一方看来是审慎、在另一方看来是背信：承诺博弈与适应性寻优、实物期权与分阶段进入何时优于一次性投入、最优停时与「最优退出规则在早期比三个月止损线更有耐心」、不完全契约与关系型契约以及混合契约何时有利、快速迭代中的延迟与增益、东南亚的制度距离与多任务委托代理，与《孙子兵法》《周易》《论语》并读，附四步契约对齐核查表与五国预注册情景实验。
Not legal, financial or investment advice. Disclosure: this site and 5D Library are run by the same group, founded by the author, whose companies Asia Influencer X and Yafu Global sign cooperation agreements with local partners in Southeast Asia; the book's experiment does not recruit from their clients, partners or creators. 非法律、财务或投资建议。说明：本站与 5D Library 同属作者创办的集团；作者创办的 Asia Influencer X 与 Yafu Global 经常与东南亚本地伙伴签订合作协议，书中的实验不从其客户、合作伙伴或达人中招募。
From Itô's Lemma on Geometric Brownian Motion and Ruin Barriers to Barbell Portfolios, Read Beside the Shiji's 'Biographies of the Money-Makers'
Why a bet with a positive expected return can still ruin almost everyone who keeps playing it: ensemble against time averages, Itô's lemma and volatility drag, leverage and the growth rate, the Kelly criterion and why twice Kelly earns only the risk-free rate, fractional Kelly under estimation error, cash buffers and the probability of ruin, Shannon's demon and rebalancing, and fat tails and the real costs of a barbell, read beside the Shiji's 'Biographies of the Money-Makers', with a four-step survival-and-compounding checklist and a pre-registered behavioural experiment.
为什么一个期望收益为正的赌局，仍会让几乎每个一直玩下去的人走向归零：集合平均与时间平均、伊藤引理与波动率税、杠杆与增长率、凯利准则与「两倍凯利只剩无风险利率」、参数估计误差下的分数凯利、现金缓冲与破产概率、香农恶魔与再平衡、肥尾与杠铃策略的真实代价，与《史记·货殖列传》并读，附四步生存与复利核查表与预注册随机行为实验。
Not investment or financial advice; the book recommends no security, fund or product. Disclosure: this site and 5D Library are run by the same group, founded by the author, who uses these books as a methodological reference for his community courses, the 5D Ascension Cards (Dimensional Shift Card Decks) and the Yafu AI knowledge base. He holds no financial-services licence and provides no investment advice, account management or trading-signal service. 非投资或财务建议；本书不推荐任何证券、基金或产品。说明：本站与 5D Library 同属作者创办的集团，作者以这些书作为其社群课程、升维牌卡（5D Ascension Cards）与 Yafu AI 知识库的方法论参考。作者不持有任何金融服务牌照，不提供任何投资顾问、代客理财或交易信号服务。
From Minsky's Financial Instability Hypothesis and Sandpile Power-Law Avalanches to Implied-Volatility Skew, Read Beside Classical Chinese Thought on Rise and Decline
How stable growth can breed fragility, modelled without pretending to predict: Minsky's hedge, speculative and Ponzi finance and the Goodwin–Keen model, in which nearby starting points either settle down or end in a debt explosion; sandpiles and how to fit a power law properly; margin and liquidity spirals; GARCH and fat tails; Black–Scholes implied volatility and the skew; and critical slowing down and why log-periodic fits find 'crash dates' even in random walks, read beside the Book of Changes, the Daodejing and the Discourses on Salt and Iron, with a portfolio-fragility checklist and a pre-registered randomised experiment.
稳定增长如何孕育脆弱性（只建模机制，不假装预测）：明斯基的对冲、投机与庞氏融资，古德温–基恩模型中相近起点或收敛、或走向债务爆炸，沙堆模型与幂律的正确拟合，保证金与流动性螺旋，GARCH 与肥尾，布莱克–斯科尔斯隐含波动率与偏度，以及临界慢化与「对数周期拟合连随机游走也能找出崩盘日期」，与《周易·泰》《道德经》《盐铁论》并读，附组合脆弱性核查表与预注册随机对照实验。
Not investment advice; the book predicts no market level or date and recommends no product. Disclosure: this site and 5D Library are run by the same group, founded by the author, who uses these books as a methodological reference for his community courses, the 5D Ascension Cards (Dimensional Shift Card Decks) and the Yafu AI knowledge base. He holds no financial-services licence and provides no investment advice, account management or trading-signal service. 非投资建议；本书不预测任何市场点位或时间，不推荐任何产品。说明：本站与 5D Library 同属作者创办的集团，作者以这些书作为其社群课程、升维牌卡（5D Ascension Cards）与 Yafu AI 知识库的方法论参考。作者不持有任何金融服务牌照，不提供任何投资顾问、代客理财或交易信号服务。
The strategy call suits any size. Diagnostic sprints and retainers usually fit brands with a marketing budget for Southeast Asia and a team or agency to carry out the plan.
Execution is handled by AsiaInfluencerX or by your own team or agency. This consulting service is about strategy, team capability and workflow.
No. We commit to a clear plan, honest benchmarks and measurable milestones. Results depend on product, price, budget and execution.
Fees depend on the scope. We quote after a short call to confirm fit.
Tell us about your brand and goal. We reply to confirm fit and a time.
The form opens WhatsApp with your details filled in.