South Korea has witnessed the emergence of "dopamine sites"—online platforms that let users engage in the rituals of shopping and consumption without actually receiving products or spending money. These sites simulate the experience of buying and receiving items, offering a kind of virtual gratification. One such site, "Food never arrives," launched in the spring of 2026, has become particularly popular. Created by a 21-year-old mechanical engineering student in Seoul, the site allows users to order food by selecting recipes and going through a simulated delivery process, complete with fake delivery tracking and even phone calls from a delivery person. The experience includes gamification features, such as earning "badges" based on the cuisine of a country and sharing orders on social media. The idea behind these sites is to provide a "dopamine shot"—a brief burst of pleasure—through the anticipation and process of shopping, without the guilt of actual consumption. According to Ravi Dhar, director of the Yale Center for Customer Insights, the pleasure often comes from the wait itself, and users may feel let down after the event or feel disappointed. However, psychiatrist Anna Lembke warns that constant stimulation from these sites could lead to overconsumption, even if they are meant to help users practice self-restraint. Other similar sites include FakeHaul, which lets users buy imaginary clothes or products and share their virtual purchases on social media, and "Food never comes," a French version of "Food never arrives." Damta.world is another platform that allows users to take virtual cigarette breaks, complete with sensory details like the sound of burning and the choice of locations, including space, but without the actual use of nicotine. Lingguo Xu, a postdoctoral researcher in behavioral economics, is concerned that these sites might actually increase users' desire for real consumption, as they may feel the need to restore the anticipation mechanism they've experienced virtually. Ko Seojin, the creator of Damta.world, notes that his site has also fostered real-life connections among users, though it's still unclear if these interactions have led to actual smoking.