Whereas most previous studies have focused on the verbal content of strategy for repairing organizational legitimacy, this study stresses the importance of the facial expressions of top management. Case studies of repairing organizational legitimacy by two famous Japanese companies regarding the same food safety incident were conducted. The verbal content of two explanations was considered similar; however, the legitimacy of one company decreased dramatically after the explanation, while the legitimacy of the other was maintained. The important factor was the difference in the evaluation of the facial expressions by stakeholders in the context of Japanese culture.