Being nearly ubiquitous in contemporary computer-mediated communication, memes can be the agents of user-generated globalization and a popular vehicle for the localization of Internet humor. With the aim of exploring the interaction between the global and the local in Chinese user-generated multimodal content, this study examines how an exogenous image is variously recontextualized to accrue local meanings. This study explores various instantiations of a popular Chinese Internet meme featuring D'Angelo Dinero, an American professional wrestler – specifically, the grinning face he made after knocking down an opponent in a match. One hundred and seventeen image macros were collected from three forums from the popular Chinese online platform Baidu Tieba. Taking a multimodal approach, the data analysis illustrates various ways in which recontextualization plays a significant role in localization. Guided by the incongruity-resolution model (Dynel, 2011; Yus, 2016), and the notion of heterolgossia (Bakhtin, 1981, 1984), a multimodal analysis was conducted to investigate the ways in which visual and textual resources are integrated to generate local meanings as well as to serve communicative functions, such as establishing group affiliation and enhancing mutuality of broad values. Furthermore, the analysis demonstrates that the communicative functions associated with this meme are tightly tied to various identities and to the current socio-political phenomena in China.