Thank you so much for the wonderful comment and watching the video. First, your comment about commercial businesses avoidance of fear-based messaging or threatening messaging has me rethinking some of the issues we discuss in the video. I am thinking now more about the differences between the COVID-19 linguistic landscape of different commercial businesses such as coffeeshops and pharmacies. The degree to which fear-based messaging is avoided by different types of commercial businesses is not something we discuss in our work yet, but your comment has me thinking along this track now, so thank you pushing me to think about these issues in a new way. Second, we have not examined potential differences between cuteness-based COVID-19 signage and more general cuteness-based signage but this would be a very interesting way of more deeply examining cuteness in the linguistic landscape of Korea. In general, I am not aware of any striking difference between cuteness-based COVID-19 signage and more general cuteness-based signage. However, I suspect examining our data regarding cuteness-based signage and perhaps signage regarding some other requirement or prohibition, such as a sign forbidding a single customer from sitting alone at a large table for six people in a coffeeshop and mask-required signage in the same coffeeshop, may show greater use of cuteness in the COVID-19 related signage, although plenty of examples of cuteness-based 'do not sit alone at a big table' signs exist, which would enable a comparison of the cuteness-based signs. We are still examining how cuteness may function in 'mask required' signage in cafes, and perhaps it functions as a means of mitigating the fear and discomfort that comes with being reminded of the continuing danger of COVID-19, although as I said, we are still working through these ideas. However, this does not exactly answer your question. I think we may have to examine some cuteness-based police signage and perhaps cuteness based commercial signage and compare that with our cuteness-based COVID-19 related signage to better answer your question. It may be that cuteness-based police signage is more aimed at children or at creating a warm and friendly image for the police, rather than convey commands such as 'wear a mask', but I am not sure about this. Third, as for the context of masks in Korea I can strongly recommend Eldin Milak's presentation (Un)masking Seoul, which gives an excellent overview of mask usage in Korea before and during the COVID-19 pandemic. I believe the common use of masks in Korea because of poor air quality greatly shaped the take up of masks, but I am unsure how this impacted mask-related signage. Mask-related signage in Korea, over the course of the pandemic, has changed a lot as much of the early mask signage was about the availability of masks, the rationing system for masks, what days you could buy them, the fact a place was sold out of masks, and so on. However, yes, I think the mask signage in Korea reflects a context in which mask wearing is quite widely accepted, although not entirely, and so acts as a reminder to wear a mask in case people forget, informs people of the regulations or what were new regulations at the time, and just reinforces the understanding that the pandemic is ongoing and so COVID-19 mitigation practices should continue. The context of masks in Korea is quite interesting. Even before COVID-19 masks were heavily advertised, marketed as stylish, and something that could be bought and worn as an example of fashion, even if many people are very tired of wearing masks all day long these days. Thanks again for the wonderful questions.