I tend to think of "adorable" (said with that draw out tone, "isn't it adorable!") as the closest English equivalent to "moe". It's the sort of thing that makes you smile indulgently. Just as what people consider adorable varies, so too what is moe varies.
Moe can be sexually attractive or not. Little sisters tend to be a particularly common source of "moe" without the sexual attraction element. (Although lately it seems some shows are trying to use them that way. Ugh.)
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