Celebrity chef Salt Bae has promised to provide 5,000 meals every day to aid the response to the devastating earthquake in his native Turkey.
The death toll of the tragedy, which also hit neighbours Syria, has now reached 35,000 people, amid fears it will jump further still in the coming days.
As the hours and days pass experts have warned the odds of finding more survivors in the freezing cold are getting lower and lower.
To assist rescuers chef Saltbae revealed on his Instagram page he is to launch a food drive with “unlimited food for everyone”.
He wrote on an Instagram post: “We started serving hot food to more people, targeting 5000 people every day.
“We are more than stronger all together pray for Türkiye.”
The social media videos showed the chef’s lorries filled with huge vats of food being stirred by his workers, ready to feed hungry people.
Although some people were impressed by the offer, others accused him of taking advantage of the tragedy to promote himself.
The earthquake measured at least at least 7.8 on the Richter scale, causing serious damage to buildings along the fault line.
A United Nations chief earlier warned the death toll could eventually increase to more than 50,000.
Martin Griffiths, the UN's Under-Secretary-General for Humanitarian Affairs and Emergency Relief Coordinator, told Sky News: "I think it is difficult to estimate precisely [how many have died] as we need to get under the rubble but I'm sure it will double or more.
"That's terrifying. This is nature striking back in a really harsh way."
He added: "We haven't really begun to count the number of dead."
The quake was the deadliest to affect Syria since the 1822 Aleppo earthquake, which was one of the strongest quakes ever recorded in the Levant and claimed the lives of approximately 20,000 people.
A number of heartwarming stories have emerged from the wreckage, including of a 10-year-old girl pulled from the rubble of a collapsed building in south-eastern Turkey , six days after the region was hit.
Video released by the Istanbul municipality showed rescuers pulling the girl through a hole in a floor of a damaged building, in Hatay, before carrying her out on a stretcher from where she had been buried for 147 hours.
Also in central Hatay, a man and his five-year-old daughter Emira were recovered alive from a destroyed building.
Although the death toll is much larger in Turkey, Syria has been largely left alone to deal with the crisis on top of the devastation from 11 years of war.
