(CNN) — Debuting its first flights in January 2020, Taiwanese start-up STARLUX Airlines could be the first new player in 30 years to upend the island's duopoly aviation market.
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.
courtesy Starlux Airlines
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.