Young people in South Korea are using "dopamine sites" that simulate food deliveries and cigarette purchases without any real transactions [1].
This trend highlights the growing emotional and financial distress among Gen-Z users who seek a momentary psychological escape from a high-pressure society [3].
These platforms mimic the experience of ordering products that never arrive [2]. Users interact with interfaces that look like legitimate delivery apps or retail sites, but the process is a simulation designed to trigger a sense of reward without the associated cost [1].
Reports indicate that these sites feature virtual cigarettes and fake food-delivery services [1]. By navigating the ordering process, users experience a brief emotional payoff, which they use to manage feelings of loneliness, and stress [3].
Experts said that the appeal of these "do-nothing" apps lies in their ability to provide a quick emotional release [3]. The simulation allows users to feel the anticipation of a purchase—a known dopamine trigger—without the financial burden of actually spending money [2].
This behavior is emerging as a coping mechanism for youth facing significant social and economic pressures [1]. The use of these sites reflects a desire for comfort in an increasingly isolating environment [3].
“South Korean youths are turning to fake online services... to get brief emotional relief.”
The rise of dopamine sites suggests a shift in how digital natives manage mental health, moving toward simulated consumption to mitigate the effects of economic instability and social isolation. It underscores a systemic issue where the psychological desire for reward is decoupled from the actual ability to afford goods, creating a digital surrogate for traditional consumer therapy.
