Why certain cultures love gamified loyalty rewards

HostI was looking at my phone the other day and noticed I have about six different apps just for coffee and snacks. They all have those little bars that fill up and shiny badges I can win. But in some parts of the world, people don't just use these apps to save a few cents — they really live in them. It's like every move they make is part of a giant game. Why does that click so well in some places but feel like a chore in others?

GuestIt's a big shift in how we think about a simple trade. In places like China or South Korea, these apps aren't just tools you pull out at the checkout. They're more like a layer of play on top of real life. You aren't just buying lunch; you might be earning points to feed a digital tree that eventually gets planted as a real tree in a desert. Or you're competing with your whole neighborhood to see who walked the most steps that day. It works because it taps into a very old idea about where you stand in a group and how you show your worth to others.

HostBut is it really that deep? I mean, maybe people in Seoul or Shanghai are just looking for a good deal like the rest of us. Is it possible we're overthinking it?

GuestA good deal is part of it, sure. Everyone likes a bargain. But if it were only about the money, a simple price cut would do the trick. It doesn't. People there really want the rank. They want to be a Gold Member or a Diamond Guest. In some cultures, showing you're good at the game of life is worth way more than five dollars. It's about being seen as someone who knows the rules and plays them well. If you grow up in a place where your grades and your standing are always being compared to others, a phone game that tracks your progress feels very natural. It’s a way to turn the grind of a normal day into something you can actually win.

HostThat sounds like a lot of work to stay on top of. I already feel like I have too many things to track. Does it ever get to be too much, or do people actually find this fun?

GuestThat's where the friction comes in. For some, it's a fun way to feel like they're moving up in the world. But for others, it can feel like you're never off the clock. In many East Asian cities, life is fast and the competition for jobs and housing is tough. When you add a game on top of your shopping, it can feel like you're being judged on your whole life, not just your work. But here is the thing — it also builds a sense of being in it together. Some of these apps let you join a team with your friends to win a prize. You aren't just a lone shopper; you're part of a squad trying to beat the system. That's a powerful feeling in a big, crowded city where it's easy to feel like just another face in the crowd.

HostI don't know, it still feels a bit like a trap to get us to spend more. If the app is telling me I'm almost at the next level, I might buy something I don't even need.

GuestOf course it's a trap, but it's a trap many people choose because the reward isn't just a cheap plastic toy. It's about how you feel when you hit that goal. In the West, we tend to think of shopping as a chore we want to finish as fast as we can. We want to get in and get out. But in these other cultures, the shopping is the event. The game is the point. Think about the way people shop in a street market. There's a lot of talk, a lot of back and forth, and a bit of a game to get the best price. These apps are just a modern, digital way of doing that same old dance. They take the social part of life and put it on a screen.

HostSo it's less about the points and more about how the points make you feel when you're around other people?

GuestExactly. It's about being seen. If you have a high rank in a popular app, it tells everyone else that you're smart, you're active, and you're part of the club. It gives you a way to brag without saying a word. In a culture that values the group, having a high score that everyone can see is a huge deal. It’s not just a game on a phone; it’s a way to show you belong. We're seeing this spread now too. More apps in the West are trying to copy this, but they often miss the point. They just give you a badge for buying a latte. They don't give you a way to feel like you're climbing a ladder or helping your friends. Without that social piece, the game just feels empty.

HostThe big question is whether we can use these games to solve real problems, or if we're just training ourselves to click buttons for a hit of good feelings.

GuestMy coffee app feels a lot smaller now that I know some people are growing whole forests with their morning walk.