Dopamine sites sell nothing, and people cannot get enough

• Dopamine sites offer simulated consumption experiences, providing pleasure from anticipation without actual products, helping users resist overconsumption and sparking discussions on mindful digital habits.
• Originating in South Korea, these sites have spread globally, inspiring creative projects like fake food deliveries and virtual smoke breaks that foster community and self-awareness.
• Experts note these sites act as self-binding tools to curb addictive behaviours but warn simulations might increase cravings; some users have formed real friendships through these virtual spaces.

NEW YORK – Products that do not exist. Meal deliveries that will never make it to the front door. Smoke breaks lacking the most important ingredient.

All this and more – or is it less? – is available on so-called dopamine sites, which offer nothing tangible and yet have somehow become wildly popular as people navigate a digital landscape that cultivates consumption.