South Korea's virtual 'dopamine sites' spark psychological debate

In South Korea, online platforms known as “dopamine sites” or “do‑farming” allow users to simulate a purchase without receiving any product. Users can fill a virtual cart, confirm an order, track a courier and receive delivery notifications, yet no item is shipped.

Psychologists say the experience exploits the brain’s reward‑expectation system, releasing dopamine when the user anticipates a delivery rather than when the product arrives. Clinical psychologist Mader Bengisu Bilgen explained that “the primary trigger is expectation, not pleasure,” and suggested that such platforms could even serve as a behavioural‑therapy tool.

The phenomenon has drawn attention from both technology observers and mental‑health professionals as a novel digital behaviour that blurs the line between shopping rituals and psychological stimulation.