From Betrayal to Boutique Luxury: The Story Behind Taiwan’s STARLUX Airlines

What do you get when you mix Shakespearean drama, world-class aviation chops, and a passion for luxury? You get STARLUX Airlines—the newest jewel in Taiwan’s travel crown, and arguably the most cinematic origin story in the airline industry.

The Prince Who Was Promised: Meet K.W. Chang

Captain Kuo-Wei Chang wasn’t just another executive in a suit. He was born into Taiwan’s aviation empire as the son of EVA Airways founder Chang Yung-fa. But instead of being handed the keys to the kingdom, K.W. worked his way up—first as a mechanic, then a pilot, and eventually as chairman of EVA Airways in 2013.

When his father passed away in 2016, K.W. was named the successor to EVA and its parent group, Evergreen. One problem: not everyone in the family agreed. And unlike a smooth takeoff, things got turbulent fast.

Because he was the youngest son and born to Chang Yung-fa’s second wife, his inheritance triggered a palace coup. The board—packed with family members—voted him out in a move that shocked the industry. Taiwanese media dubbed him “Prince Hamlet,” but this was no tragedy. This was just the first act.

Building a Luxury Airline from Scratch

With his reputation bruised but his aviation experience intact, K.W. Chang did the unthinkable: he started over. He announced the launch of STARLUX Airlines—a bold luxury startup on an island dominated by just two other major players. And he didn’t come to compete. He came to redefine what flying could be.

Launched in 2020, STARLUX embraced a luxury-forward philosophy that set it apart. From real wood interiors and BMW-designed cabins to the tagline “Born with Luxury. Shining like Stars,” STARLUX wasn’t just selling seats—it was delivering an experience.

Chang's mission? To bring back the golden age of travel, with service that lives up to his father’s legacy.

And it worked.

When STARLUX opened ticket sales in December 2019, its first three flights—Taipei to Macau, Penang, and Da Nang—sold out in eleven minutes. Demand surged. So did praise. And STARLUX wasn’t done.

The U.S. Expansion—and Why Phoenix Matters

Fast forward to 2025: STARLUX has already landed in Los Angeles, San Francisco, Seattle, and Ontario. But now? It’s heading somewhere unexpected: Phoenix, Arizona.

In early 2026, STARLUX will launch its first nonstop Asia route from Phoenix Sky Harbor International Airport to Taipei Taoyuan. This isn’t just another route on a map. It’s the first direct service to Asia from Arizona—and it’s backed by economic muscle. Taiwan Semiconductor Manufacturing Company (TSMC) is investing $165 billion in Phoenix, turning it into a booming global tech hub.

For STARLUX, Phoenix is a perfect match: rising economy, high-value travelers, and zero competition on transpacific routes. Flights will operate 3–4 times weekly on a 306-seat Airbus A350-900, pending government approval.

Redemption, Reinvention, and What’s Next

Captain Chang’s journey is more than just a comeback. It’s a masterclass in turning failure into freedom—and using that freedom to build something better.

Every STARLUX employee wears a badge engraved with “Safety is our attitude.” But it might as well say “Revenge isn’t the mission—but excellence is.”

What started as a family feud has now become one of the most exciting airline success stories in Asia—and soon, in North America too.

So the next time you see a sleek STARLUX jet parked at LAX, SFO, or soon, Phoenix, remember: this isn’t just a flight. It’s a flying fairytale with real engines, real ambition, and one captain who turned heartbreak into high class.

Want to learn how to fly STARLUX—or other luxury airlines—for nearly free using points and miles?

Check out my upcoming Airline Points Academy where I’ll walk you through the exact strategies to turn your everyday spending into lie-flat seats, champagne service, and five-star adventures.

Let’s make luxury affordable, together.