The rise of fake online shopping platforms that let you pretend to buy things: Would you use a ‘dopamine site’?

FoodNeverComes, a South Korean-developed application, simulates the experience of ordering food delivery without any actual transactions or product delivery. This platform is part of a burgeoning trend of "dopamine sites" that allow users to engage in simulated online shopping, providing the psychological reward of a purchase without financial cost. The concept leverages the neurochemical understanding that dopamine is released in anticipation of a reward, suggesting that the act of clicking a "buy" button can be satisfying in itself. The creator, identified only as Malhee, stated the app originated from a personal habit of repeatedly opening and closing delivery applications, aiming to offer a fulfilling alternative for those struggling to break such patterns. Malhee expressed that the app is intended for individuals trying to quit delivery apps, those on diets who find themselves drawn to ordering, or simply users seeking a novel application experience. While reportedly gaining traction among South Korean Gen Z, the broader online reception to these dopamine sites has been mixed, with some social media users expressing skepticism about the concept's appeal.