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And even before the carrier, Dubbed Taiwan's first luxury boutique airline, set its first aircraft into the air, it's been creating a stir.

Eleven minutes after opening ticket sales online on December 16, the Taipei-based carrier sold out all seats on its first three flights -- Taipei-Macau, Taipei-Penang and Taipei-Danang.

But both aviation watchers and the general public are abuzz for another reason: A succession drama involving STARLUX founder Chang Kuo-wei that's so juicy he's being referred to as the aviation industry's "prince Hamlet" by local media.

Chang Kuo-wei founded STARLUX Airlines after being ousted from his family business, EVA Airways.

This Shakepearean tale took root in 2016, when Chang Yung-fa, founder of Taiwan's Evergreen Group and airline EVA Airways, passed away at the age of 88, sparking a battle over who would take over one of the island's biggest family-run conglomerates.

Chang, 49, who had been the chairman of EVA since 2013, revealed that his late father had named him the successor of parent company Evergreen in his will.

A well-loved figure in the aviation industry, known for his outspokenness and expertise, the son had experience working for EVA Airways as both an aircraft technician and a pilot.