A new internet phenomenon known as “dopamine sites” is gaining massive popularity in South Korea, particularly among Generation Z. These platforms replicate the experiences of online shopping, food delivery, and daily social rituals without any financial transactions or physical products, serving as a unique form of digital entertainment and psychological relief.
Mimicking Everyday Habits for Free Satisfaction
One of the most popular platforms is FoodNeverComes, a website and app that perfectly mimics food delivery services. Users can browse restaurant menus, customize ingredients, enter delivery addresses, and even track a virtual delivery courier on a map—though no food is ever prepared or delivered. Created by a developer under the pseudonym Malhee, the app was initially a joke but quickly became a hit for satisfying the urge to order food late at night without spending money or consuming unhealthy calories.
Another viral site simulates a shared cigarette break. In this virtual space, users gather in real-time to share short, anonymous messages expressing daily stress and exhaustion. For many users, these platforms provide a sense of community and help alleviate loneliness without the pressure of maintaining long-term relationships.
The Psychology of Anticipation
Neuroscientific research explains the success of these platforms: dopamine is released during the anticipation of a reward, not just its receipt. Consequently, the act of browsing, adding items to a cart, and tracking a delivery triggers a pleasure response similar to actual shopping.
Professor Kim Heon-sik of Jungwon University compares this trend to “mukbangs” (popular eating broadcasts), noting that young people facing economic uncertainty and mental fatigue are increasingly turning to substitute experiences. These low-commitment digital interactions offer safe, cost-free ways to reduce stress and feel connected to others.
Mentoring question
How can we apply the psychological concept of anticipation-driven dopamine to design healthier digital habits or sustainable business models that discourage overconsumption?
Source: https://spidersweb.pl/2026/06/zakupy-bez-wydawania-pieniedzy-dopamina.html