Concerns over food safety in China not only direct public attention to negativeincidents, but also trigger the government's scrutiny of implicatedfirms, particularly MNCs. The question of how to repair legitimacy after mediacoverage of negative incidents has become a critical issue for MNCs. Althoughthe factors for MNCs’ public crises have been identified, how localcontexts and mechanisms shape repair approaches remain unclear. To address thisresearch gap, we conducted a study of Walmart China's approachesassociated with two negative incidents across two regions. We found that thenegative incidents can be framed differently depending on the localenvironment's unfavorability for MNCs. Specifically, the negativeframing gave rise to varying degrees of legitimacy loss and offered differentleeway for MNCs to repair their legitimacy. We also identified the variedoutcomes of different repair approaches. By revealing the linkages among localcontext, framing, legitimacy repair, and its outcomes, our study contributes toresearch on MNCs’ legitimacy management under institutionalcomplexity and underscores the China context for legitimacy maintenance. We alsooffer insights that advance the institutional approach to legitimacy repair inthis context. Last, we reflect on the techniques for conducting qualitativeresearch in China.