South Korea's 'dopamine sites' let users fake-shop for emotional relief

A new wave of 'dopamine sites' has emerged in South Korea, offering simulated online shopping and food delivery experiences. These platforms mimic the thrill of buying without any actual purchases or deliveries taking place. One such app, FoodNeverComes, was developed by South Korean creator Malhee as a joke. It replicates the full food delivery process, including tracking a non-existent order. The concept has since gained traction, particularly among young people.

Psychologist Dr. Gabrielle Schreyer-Hoffman explains that users are drawn to the dopamine rush of the shopping process itself. The sites provide a temporary emotional outlet, acting as a boredom cure or spending hack in a high-pressure society.

South Korea has long been an early adopter of internet trends, shaped by intense academic and workplace demands. This environment has fostered unique digital habits, with dopamine sites now serving as a modern coping mechanism for some. Online reactions remain divided, with users either appreciating the impulse control benefits or criticising the trend as a grim reflection of consumerism. The apps continue to grow in popularity as a way to experience the highs of shopping without financial consequences. Their rise highlights how digital tools are increasingly used to navigate daily stress and emotional needs.