Lionel Wee works on language policy, sociolinguistics and new Englishes. His publications include The Singlish Controversy (Cambridge, 2018), The Language of Organizational Styling (Cambridge, 2015), Markets of English (2012) and Language without Rights (2011). Robbie B. H. Goh works at the nexus of semiotics, cultural studies and narratology. His publications include Protestant Christianity in the Indian Diaspora: Abjected Identities, Evangelical Relations, and Pentecostal Visions (2018), Contours of Culture: Space and Social Difference in Singapore (2005) and Christianity in Southeast Asia (2005).

• List of figures; 1. Introduction; 2. Theorising affect in the semiotic landscape; 3. Kawaii in the semiotic landscape; 4. Reverencing the landscape; 5. Romancing the landscape; 6. 'Friendly places'; 7. The affective regime of luxury and exclusivity; 8. Affecting the digital landscape; 9. Conclusion.

Lionel Wee works on language policy, sociolinguistics and new Englishes. His publications include The Singlish Controversy (Cambridge, 2018), The Language of Organizational Styling (Cambridge, 2015), Markets of English (2012) and Language without Rights (2011). Robbie B. H. Goh works at the nexus of semiotics, cultural studies and narratology. His publications include Protestant Christianity in the Indian Diaspora: Abjected Identities, Evangelical Relations, and Pentecostal Visions (2018), Contours of Culture: Space and Social Difference in Singapore (2005) and Christianity in Southeast Asia (2005).

• List of figures; 1. Introduction; 2. Theorising affect in the semiotic landscape; 3. Kawaii in the semiotic landscape; 4. Reverencing the landscape; 5. Romancing the landscape; 6. 'Friendly places'; 7. The affective regime of luxury and exclusivity; 8. Affecting the digital landscape; 9. Conclusion.

Lionel Wee works on language policy, sociolinguistics and new Englishes. His publications include The Singlish Controversy (Cambridge, 2018), The Language of Organizational Styling (Cambridge, 2015), Markets of English (2012) and Language without Rights (2011). Robbie B. H. Goh works at the nexus of semiotics, cultural studies and narratology. His publications include Protestant Christianity in the Indian Diaspora: Abjected Identities, Evangelical Relations, and Pentecostal Visions (2018), Contours of Culture: Space and Social Difference in Singapore (2005) and Christianity in Southeast Asia (2005).

• List of figures; 1. Introduction; 2. Theorising affect in the semiotic landscape; 3. Kawaii in the semiotic landscape; 4. Reverencing the landscape; 5. Romancing the landscape; 6. 'Friendly places'; 7. The affective regime of luxury and exclusivity; 8. Affecting the digital landscape; 9. Conclusion.