Hello, I'm Flora
Hang (Flora) Tran
A curious mind drawn to people, places, and the small choices that shape how we live - with a quiet love for nature, teaching, and writing.
About
Researcher at the intersection of nature, human & technology.
I am a PhD Candidate in Marketing at the University of Leicester Business School (UK), where I teach as a Graduate Teaching Assistant and hold an Associate Fellowship of the Higher Education Academy. My first PhD, in International Business and Trade, was completed at Keimyung University, South Korea.
My current research asks whether a virtual wildlife experience before an actual visit can shift how people feel about and act towards wildlife. Working with national parks and NGOs across Vietnam, I use VR and AR as tools for conservation education in ecotourism contexts, alongside broader work on digital communication and consumer behaviour.
Beyond academia, I organise events in Leicester connecting university teams, professionals, and community members around biodiversity. Previously in South Korea, I coordinated a community exchange in Incheon and completed an NGO internship with Citi Bank and Kyunghee University, contributing to exhibitions at the Heeum Museum of Japanese Military Sexual Slavery in Daegu. I grew up in Ho Chi Minh City and have lived and worked across Vietnam, South Korea, and the UK, speaking Vietnamese, English, Korean, and Chinese.
School of Business
University of Leicester
Heron Building
Room 1.01, Brookfield
A fire flower grows
where art meets the wild.
The Name
Fireflore comes from two words:
A fire flower — something rooted in the earth but luminous enough to be seen in the dark.
The firefly is our emblem for good reason. It is beautiful, fragile, and only visible to those who slow down enough to notice.
That is exactly the kind of attention we hope art and community collaboration can cultivate.
Not all conservation stories begin in a laboratory or a policy document.
Some begin in a painter's studio, a musician's rehearsal room, a filmmaker's edit suite, a classroom where a child draws an animal they have never seen in person.
FIREFLORE WAS FOUNDED ON THE BELIEF THAT ARTISTS, IN EVERY FORM, ARE AMONG THE MOST POWERFUL ALLIES THE NATURAL WORLD HAS.
What we do
We connect creative practitioners across disciplines with local communities who live and work alongside nature. Our role is to build the bridges between those worlds and design projects that are meaningful on both sides.
CREATIVE PRACTITIONERS
We build the bridges between art, people and nature.
LOCAL COMMUNITIES
Firefly Memories
Our first project, Firefly Memories, brought this to life through virtual reality, capturing the bioluminescent wonder of Vietnam's ecosystems and inviting audiences to experience what is worth protecting.
To date, it has reached nine venues across Vietnam — and is now travelling to the UK for upcoming events. It was one way art and community came together. It will not be the last.
VISION & MISSION
Observe. Experience. Learn.
My work draws on fieldwork, teaching, and immersive design. It explores how encounters with nature, technology, and people shape understanding and behaviour.
Nature & context
Working with local communities and stakeholders to understand place and relationships.
Immersive stories
Experience interactive stories inspired by the magic of local environments and wildlife.
AR/VR experiences
Step into immersive virtual worlds and see nature in new ways.
Share insights
Sharing reflections and research through moments, media, and written work.