This article examines the semiotic landscape of the Chinatown in Incheon, South Korea. Using the geosemiotic framework as a heuristic guide, we analyze how the spectacle of Chinatown is constituted through spatial, linguistic, semiotic, and material resources, and find that the unordinariness of the place is contingent on and emerges through its juxtaposition with ordinary space, practice, and language use. We suggest this apparent paradox can be understood through the process of scaling, during which signs and practices that might have been considered quotidian become monumentalised and ritualised when they are transported across timescales and spatial scales. Incheon's Chinatown then affords an opportunity to understand the semiotic and material production of ‘unordinariness’ through ‘ordinariness’. These collective spatiotemporal disjunctures or juxtapositions reveal unexpected but nonetheless crucial intersections among language, semiotics, and nationness.
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