The cuter, the better.

The passenger is greeted by EVA air employees sporting hello kitty gear at a bright pink counter.

Travelers then begin the check-in process with electronic kiosks, light boxes, boarding passes, baggage tickets and identification all covered in the cute saniro character's likeliness. 

Once having boarded the plane, passengers are seated in chairs with headrests and pillows also picturing the face of the cartoon cat.

As flight attendants begin in-flight service, customers have a choice of over 100 items designed specifically for the airlines including meal time, entertainment or toiletrie items to limited  edition duty-free products all decorated with the beloved cartoon cat in a red bow.

Source: here and here