Dopamine websites, a trend originating in South Korea, are gaining traction among Gen Z as a way to experience the thrill of shopping or ordering food without spending any money. These fake websites simulate the entire purchasing process—from browsing to checkout—but no order ever arrives. While some users find them satisfying and a tool to curb impulse spending, experts warn of potential negative psychological effects.
What Are Dopamine Websites?
These sites mimic real platforms like Deliveroo, Just Eat, or online stores. For example, FoodNeverComes looks like a food delivery app, allowing users to browse menus, customize orders, select delivery options, view costs, read reviews, and track a virtual courier. However, when Metro attempted to access the site on June 26, 2026, it displayed suspicious pop-ups. Other examples include a smoking simulator app for virtual smoke breaks with strangers, quiet spaces simulating office life, and shopping sites that let users fill a cart and check out without payment.
How Do They Work?
According to Psychology Today, these sites leverage symbolic experiences to satisfy emotional needs. The mind runs simulations of possible futures, generating real emotions even if the event never occurs. Browsing a takeout menu can be enjoyable without placing an order, activating memories, expectations, and preferences.
Expert Concerns
Cathrine Jansson-Boyd, professor of consumer psychology at Anglia Ruskin University, describes dopamine websites as “an interesting development” whose biggest appeal is “anticipation.” However, she warns that while they spike dopamine, they may also lead to disappointment when nothing materializes. “It may lead to frustration as it generates a gap between expectations and reality. As a result, people might find themselves engaging more in the use of dopamine sites to feel good again. Thus, it could become a repeating pattern similar to addiction to computer gaming,” she told Metro. She adds that prolonged exposure to desirable goods can activate a cycle of desire, leading to feelings of inadequacy or envy, increasing materialistic values and lowering well-being.
Public Opinion
A 25-year-old office worker named Kim told The Korea Times he uses the sites to relieve stress, saying, “There are many times when I crave food late at night, but hold back to save money. It feels like a real delivery app, so I somehow keep looking at it. I don’t end up ordering anything, but it feels like it relieves a little stress.” On social media, some support the sites as a way to avoid impulse purchases. Reddit user u/yepthisismyusername shared, “If it works, this is great. Very much ‘no harm done’ as I see it. Something that can give the dopamine of addiction with none of the pitfalls is a great thing.” However, others find the trend dystopian. u/LongMelford called it “end-stage capitalism,” while u/middaymoon found the sites “extremely grim.” u/Smooovies added, “This is like that food where you season rocks and lick the flavor off lol. Capitalism has literally consumed the ability to consume.”
