Under the impact of the novel coronavirus pneumonia, most consumers can only watch online but difficult to participate in the brand rituals implemented by companies via the Internet. However, previous studies have revealed the effects of rituals in which consumers are directly involved, and few studies have investigated the effects of rituals in which consumers are not directly involved. This research is based on the social exchange theory that explores the mechanism of the influence of brand rituals on consumer trust when consumers see but do not actually participate in brand rituals by experimental approach, that is, the seeing effect of brand rituals. The results show that brand rituals (vs. random actions) presented as visual materials can also activate consumers' perception of rituals and increase their trust in the brand. The reason is that consumers are more inclined to establish a trust relationship to a brand when they receive positive affective resources (flow experience) from the interactive experience of brand rituals. In addition, the effect of brand rituals on consumer trust will be moderated by consumer-brand relationship norms. For consumers in communal relationship, brand rituals increase consumer trust by enhancing their flow experience, but the effect disappears for consumers in exchange relationship.