# "Hamlet" in the Skies? The Story of Taiwan's Newest Airline, STARLUX > Taiwanese startup STARLUX Airlines is winning over the aviation market with luxury service and cutting-edge aircraft. Here's the story of an ambitious carrier. - URL: https://langandtrip.com.ua/en/article/hamlet-v-nebe-ystoryia-noveishei-taivanskoi-avyakompanyy-starlux/ - Language: en - Published: 2025-09-26 - Categories: Travel, Culture, Restaurants, Tours, Taiwan, Relaxation --- Having taken its first flights in January 2020, Taiwanese startup STARLUX Airlines could become the first new player in 30 years to disrupt the duopoly that rules the island's aviation market. And even before the carrier, billed as Taiwan's first luxury boutique airline, got its first aircraft off the ground, it was already generating buzz. Just eleven minutes after online ticket sales opened on December 16, the Taipei-based carrier sold out every seat on its first three routes: Taipei to Macau, Taipei to Penang, and Taipei to Da Nang. But aviation watchers and the general public alike are talking about another reason too: a succession drama surrounding STARLUX founder Chang Kuo-wei so juicy that local media have dubbed him the aviation industry's "Prince Hamlet." ![](https://test.langandtrip.com.ua/wp-content/uploads/de_import_uploads/june-article-image-134-1-2025.jpg) This Shakespearean saga began in 2016, when Chang Yung-fa, founder of Taiwan's Evergreen Group and EVA Airways, died at the age of 88, setting off a battle over who would lead one of the island's largest family-run conglomerates. Chang, 49, who had chaired EVA since 2013, revealed that his late father had named him successor of parent company Evergreen in his will. A respected figure in the aviation industry, known for his candor and expertise, the son had worked his way up at EVA Airways as both an aircraft technician and a pilot. However, as the youngest son and the only child from Chang Yung-fa's second marriage, Chang Kuo-wei's promotion ignited a family feud. He was soon removed as EVA chairman at a board meeting convened by other members of the family. A few months later, he announced he would launch his own airline: STARLUX Airlines. ## "He doesn't see himself as 'Hamlet'" Local media described it as a Hamlet-like plan for revenge. Anticipation for the new airline's launch grew as both EVA Airways and China Airlines, Taiwan's two major carriers, were rocked by strikes and internal conflict. China Airlines and its crews reached an agreement after a week-long strike in February 2019, while EVA Airways endured a 17-day strike in July, the longest in Taiwanese aviation history. But according to the STARLUX team, Chang is not out for retribution. "He doesn't see himself as 'Hamlet,'" says K.W. Nieh, STARLUX's chief communications officer. "This has nothing to do with revenge." "Driven by his passion for aviation, Chang simply wants to build the perfect airline that reflects his own style, now that he's free from the constraints of Evergreen Group. He's building STARLUX to live up to his late father's expectations." ## A homegrown luxury airline ![](https://test.langandtrip.com.ua/wp-content/uploads/de_import_uploads/june-article-image-134-2-2025.jpg) Whether Taipei-based STARLUX can outdo the island's other big players remains to be seen, but it has certainly raised Taiwan's aviation game to a new level. The airline is rolling out a new generation of passenger jets, including the A321neo and the A350-1000, "both making their Taiwan debut," says Nieh. Indeed, STARLUX is the first Taiwanese airline to operate the A321neo, with all 10 set to be delivered by the end of 2021. STARLUX signed the largest Airbus purchase deal in Taiwan, buying 17 A350XWB aircraft in March 2019. Chang himself piloted STARLUX's first A321neo from Hamburg to Taipei last month. "The fleet will grow to 27 aircraft by the end of 2024 and to 50 by the end of 2030," Nieh adds. The narrow-body cabin interior, designed by BMW's Designworks studio, features sleek seats, leather headrests, and in-flight entertainment systems in every class. Economy seats will come with a 10.1-inch screen at 720p resolution, while business class seats, fitted with narrow-body seating that reclines into a fully flat, 82-inch-long bed, will offer a 15.6-inch in-flight entertainment system at 1080p resolution. Complimentary Wi-Fi with basic access (text messaging only for economy passengers) will be offered in both classes on all STARLUX flights, another first for Taiwan. Local touches abound as well. The cabin's signature scent, with notes of wood, leather, and flowers, was created by Taiwanese fragrance brand P.Seven. The airline's crew uniforms, evoking the retro-futuristic travel themes of the '40s and '50s, are the work of local designer Sean Yin. ## No price war: STARLUX will charge more than its rivals ![](https://test.langandtrip.com.ua/wp-content/uploads/de_import_uploads/june-article-image-134-3-2025.jpg) Aiming to become the Emirates of Asia, STARLUX promises to deliver premium service too. At a recent press event, Chang said STARLUX Airlines would not start a price war. Instead, its fares would be reasonable but pricier than those of its competitors. "We consider flying an enjoyable part of the journey," Nieh adds. "We offer first-rate, refined services. That sets STARLUX apart from other companies in the market. "We position ourselves as a boutique airline targeting the high-end market. We've introduced the most advanced aircraft models with the latest aviation technology and seating. We offer refined services, so the cost will be a little higher than at other airlines." According to aviation expert CK Law, senior advisor at the Aviation Policy Department of the Chinese University of Hong Kong, this unique positioning is a smart move for STARLUX. "Many new airlines are targeting the budget end of the market, especially in this part of the world," says Law. "That's definitely the main trend. There should be reasonable demand for the high-end passenger segment of the market." But he expects the new airline to affect airfares in the long run all the same. "From the passengers' point of view, there will be new and substantial benefits in the form of new choices and possibly lower fares over the long term. There will be competition for better onboard service," says Law. ## Potentially fierce competition ![](https://test.langandtrip.com.ua/wp-content/uploads/de_import_uploads/june-article-image-134-4-2025.jpg) Taiwan has enjoyed healthy growth in both passenger numbers and flights in recent years. Boeing estimated that demand for air travel in Taiwan would be stronger than the Northeast Asia region's annual average of 2% over the next two decades, on the whole. But is there enough room to accommodate yet another major airline? "A new full-service airline will definitely bring a lot of fresh competition to a traditional aviation market like Taiwan," says Law. "Whether the new airline, or even the existing carriers, can survive because of it will largely depend on how quickly the market grows and whether new demand can absorb or balance out the new supply capacity. "Otherwise, it could be a fight to the death, and there may be casualties." One of the big questions: Can the newcomer carve out a place for itself in the long-haul and transit markets, the two markets STARLUX plans to explore? "I'd expect good, high load factors for the short-haul leisure markets, but long-haul destinations, which face \[serious competition in Taiwan,\] will definitely be tougher," says Law. "It won't be easy for new airlines to join a respected alliance, for a start. Without alliance membership, it will be far from simple to attract transit passengers. But that could be a long-term goal," says Law. Nieh, on the other hand, is confident. "STARLUX's growth doesn't depend solely on the Taiwanese market. Taipei has a fantastic geographic location: you can reach the major Asian cities in less than five hours," he says. "Sitting in a central position that connects North America, North Asia, and Southeast Asia, Taiwan has the best foundation to develop as an aviation hub. By putting in place and building its hardware and software, Taiwan's aviation industry will hopefully become Asia's transport hub, strengthen its transit services, and draw large numbers of international passengers to Taiwan." Nieh points to a recent study by Taiwan's National Audit Office, which found that only 10% of travelers arriving on the island are transit passengers. "Compared with Hong Kong, Incheon, Shanghai, and Tokyo, there's room to grow the market," says Nieh. "We're very confident on this front." The early frenzy over ticket sales was good news for STARLUX. "Tickets to Macau sold out in six minutes; tickets to Da Nang sold out in nine, and tickets to Penang sold out in 11 minutes," says Liven Liu, director of corporate communications at STARLUX. "All 188 seats on each of the three flights. "We're thrilled about it. We had expectations, but the response exceeded them," says Liu. ## 'A hard road' ![](https://test.langandtrip.com.ua/wp-content/uploads/de_import_uploads/june-article-image-134-5-2025.jpg) Capturing market share isn't STARLUX's only concern. Construction delays at Taoyuan Airport's third terminal have forced the airline to build its check-in counters, airport office, maintenance hangar, and parking stands with very limited resources, says Nieh. "The aviation industry demands enormous investment and is labor-intensive," he adds. "It's hard to turn a profit. Founding an airline is therefore a very hard road. STARLUX has top-tier talent that understands the unique nature of the industry. That helps us avoid unnecessary investment while ensuring steady, healthy growth for STARLUX."