Volunteer workers distribute instant cup noodles and mineral water to the bereaved families of the Jeju Air plane crash victims at Muan International Airport in South Jeolla Province, Tuesday. Joint Press Corps

E-commerce firms, apparel makers, convenience store chains and food companies have joined efforts to donate winter supplies and daily necessities to the bereaved families of the Jeju Air plane crash victims at Muan International Airport in South Jeolla Province, while scaling back their traditional New Year marketing campaigns.

Lotte World Tower is lit up in white in Seoul, Tuesday, to express condolences to the victims of the Jeju Air plane crash at Muan International Airport in South Jeolla Province. Yonhap

Coupang delivered hand warmers, face masks, toothbrushes and toothpaste to the airport via the South Jeolla provincial government on Tuesday, two days after the accident that claimed 179 lives.

The e-commerce firm also decided to refrain from promoting its regular New Year discount event.

Black Yak Kang Tae Sun Financial Aid Foundation, a charity founded by the outdoor clothing brand, said Monday that it had sent 200 down jackets worth around 100 million won ($68,000) for the bereaved families and volunteer workers at the airport.

"We decided to provide emergency support (in the form of) clothing to express our condolences and offer some relief in this cold weather," BYN Black Yak Group CEO Kang Tae-sun said.

Korea Seven, a Lotte Group subsidiary running 7-Eleven convenience stores in Korea, dispatched its employee supervising franchisees in North and South Jeolla provinces to the Muan International Airport branch to support the distribution of daily necessities to the bereaved families, volunteer workers and government officials at the site.

The convenience store has provided them with unlimited access to energy bars, tissues, instant rice, and cup noodles.

Other Lotte affiliates mourned the victims by pausing their year-end events and New Year marketing campaigns.

Lotte Property & Development canceled a New Year countdown event at Lotte World Tower and lit the skyscraper with white light to express condolences. Lotte Department Store also decided not to advertise its New Year discount event.

GS Retail, which operates GS25 convenience stores nationwide, announced that it has been determining the essential supplies required by the bereaved families and volunteer workers at the airport.

A notice at Ediya Coffee's Muan International Airport branch in South Jeolla Province reads, Tuesday, that a person preordered and paid for 100 cups of americano and 100 cups of latte for the bereaved families of the Jeju Air plane crash victims and volunteer workers. Joint Press Corps

Ediya Coffee, which began 24-hour operations at its Muan International Airport branch after the accident, preordered and paid for beverages, mineral water and snacks for the bereaved families and volunteer workers. Anonymous donors also preordered and paid for cups of coffee.

The coffee shop chain explained that the initial payments were made because the franchise headquarters cannot compel franchisees to offer free beverages.

"The prepayment was made to align with the goodwill of our customers," the company said without revealing the specific amount it paid.

SPC Group, the company behind Paris Baguette bakery chains, sent 1,000 bottles of mineral water to the airport for the volunteer workers.

HD Hyundai Samho, which has its shipyard in South Jeolla Province, donated 300 million won to the Community Chest of Korea to support the bereaved families.