Ashan, where is he from?

In Might and Magic, it is very likely that our planet is featured in the background, although I don't know about the Ashan universe. Regarding the translation: Nival simply messed it up. When Ubisoft gave instructions regarding the names, they told Nival to give the world the name Ashan, so that it wouldn't sound similar to the French supermarket chain, but as a result, Ashan ended up in the main, English version, while the Russian version retained Ashan. So, Ashan is probably the correct name.

Added 1 minute ago

...and in the second and first Might and Magic...:D :D

There were no Craig Hakes in the second and first Might and Magic.