After the earthquake, a relief effort began throughout the country and even globally, causing people's attention to turn towards major brands. Brands that announced messages of condolences and donations one after another were praised by their target audiences, while those that did not post condolence messages or donation announcements were scrutinized. Two brands that received criticism during this period were Starbucks and Netflix.

From the first days of the earthquake, there were many brands that announced donations and pledged to continue their support. However, Starbucks and Netflix remained silent. Afterwards, social media users drew attention to this silence and urged the brands to make donations or provide in-kind support to the affected region. As a result, the brands posted on their social media accounts that they would send aid to the earthquake-stricken areas.