South Korean shopping addicts can now experience the thrill of online purchases without actually spending money in new viral “dopamine site” trend.
As one of the world’s most digitally advanced countries, South Korea has a popular online retail sector. However, it is reportedly the ritual itself that gives customers a dopamine hit, not necessarily the products they are purchasing.
As a result, there has been a rise in the popularity of “dopamine sites” which replicate online shopping websites, often down to the smallest details, but don’t actually result in anything being shipped to you.
How “dopamine sites” work
The sites feature pages of nonexistent products, along with made up reviews, promotions and filters. Users can add products to their cart, and checkout using their delivery address. However, no money is taken from the payment method.
Once the users click ‘Order’, a fake courier will “accept” the order, and the site launches a tracking window that shows the progress of their delivery and the courier on their way to the customers’ location. Of course, once they do reach the delivery address, nothing is handed over because there is no courier.
😳 Dopamine websites are becoming a new trend in South Korea
These services let users endlessly browse food delivery menus, read reviews, fill shopping carts, and even track a “courier.” The only catch: you can’t actually place an order.
There are also virtual smoke breaks,… pic.twitter.com/QvWary2eQl
— NEXTA (@nexta_tv) June 6, 2026
While this is popular in South Korea, with users citing the benefits of saving money but receiving the same psychological satisfaction, online forums suggest it may never take off in the US.
On a Reddit page discussing the trend, one user wrote: “So like playing pretend for adults? We’re basically experiencing play shopping like a child again”. Another said: “This would not work for me lol. It would just piss me off knowing nothing is actually coming.”
For more on new technology, check out our coverage of the site charging $1.99 a minute to speak to AI Jesus, or Meta’s patent for an AI that takes over a dead person’s account to keep posting.
