For those who can read Chinese, here is a pretty in-depth interview with him before this NRT debacle: https://udn.com/news/story/6839/7138799

Essentially:

1 - most important routes are North American for the connecting traffic. Europe is secondary
2 - Midwest US is either DFW or IAH - still not settled
3 - they are working on optimizing the flight times for SGN and MNL - LAX connections - current timing is not ideal and that is why he stopped SGN
4 - does not make financial sense right now to join an alliance - it cost EVA NT$200M to join Star Alliance and the benefit was NT$1.5B revenue. "當年長榮加入星空聯盟就花了兩億，但長榮航班網絡夠多，他們花兩億可以拿15億的生意回來，這樣就OK嘛 ，我們現在網絡不足，你拿兩億去，如果拉不到兩億回來，這樣賠錢就沒有必要啊。」"
5 - apparently they got the billboard next to the freeway at LAX and people estimated it cost JX over NT$10M "星宇在去年也拿下洛杉磯機場高速公路旁的指標廣告看板。可別小看這個廣告看板，它不只矗立在洛杉磯機場的 必經之路上，外界預估年預算費用高達千萬元，且過去近10年都由美國聯合航空「獨占」。"
6 - co-branding with the LA sports teams (Dodgers and Clippers) will start once they go daily on LAX in June