The main goal of my research was to analyze how the desire to affect and be affected by foreign signs relates to the commoditization of food products offered in Mexican restaurants in Amsterdam, Madrid and San Francisco. I conceive restaurants as foodscapes. Iargue that actors’ attachments to passionate networks enable their enactment. Foodscapes areintersemiotic translations of landscapes. In these translations, the commoditization of food has been based on its relationships with idealized entities from the Mexican and U.S. landscapes, giving rise to Tex‐Mex, Cal‐Mex, Mex‐Mex, Regional‐Mex and “Real”‐ Mex restaurants. The resulting foodscapes have the power to seduce consumers either by fixing their beliefs for certain foods or contaminating new passions. My approach is an innovative way to analyze the differentiation of markets in an economy that bases its reproduction in the contamination of desires and passions.