In February 2021 the phenomenon of Mr. Hu was talked about on Twitter for allegedly being a seller from China and was widely associated with Shopee. The phenomenon of "Mr Hu" appeared on social media, one of which is Twitter. "Mr Hu" was suspected to be a seller from China who sells various products with very cheap price in Indonesia through Shopee. This has also led to the hashtag #ShopeeBunuhUMKM on Twitter. In this hashtag Shopee received bad image from the public where Shopee was considered an ecommerce that did not support local seller Business. The Indonesian government, Minister of Cooperatives and SMEs (Menkop UKM) Teten Masduki, also responded to the predatory pricing of cross-border sellers by call Shopee for giving clarification. This study analyzes the crisis management that Shopee does with situational crisis communication theory and in explaining the strategies used by Shopee to restore its image as e-commerce that supports MSMEs using the Image Restoration strategy theory. Through a qualitative research approach, Shopee applies a situational model of crisis communication theory in carrying out its crisis management. From this study, it was found that this crisis included the victim cluster and Shopee carried out a strategy in crisis recovery that focused on strengthening programs related to empowering MSMEs, increasing collaboration with the government to support MSMEs and also taking initiatives that can minimize the impact of cross-border on Shopee's image as an e-commerce platform that supports MSMEs

Keyword: Shopee, Cross Border, Crisis Management, Image Restoration