Determining the true reasons for happiness that exist in different social groups is important, especially in the case of those groups where poverty strongly dominates people's well-being and happiness. To understand the factors that determine happiness among poor communities, this study collected data in the form of 1,793 responses from low-income communities, who constitute 40 of Malaysia's workforce. To ascertain the feelings and emotional responses of the target group, primary source data were collected based on a questionnaire survey utilising the Lokman Emotion Importance Quadrant (LEIQ�) model. The data were analysed using text mining techniques based on R-Language software. According to the findings, happiness in Malaysian low-income communities is primarily shaped by concerns about family matters such as success, care issues, education and so on. Interestingly, government financial support, money, income and work matters are only fifth in importance, and lastly, the least emphasis was put on the public transportation issue. To ensure the true happiness and wellbeing of people who are struggling financially, policymakers must provide not only financial assistance but also ensure a better future for their families: better healthcare, better incomes, keeping a roof over their heads, etc. This study will be useful to the government, development agencies, NGOs, international organisations and other stakeholders wanting to realise the United Nations' Sustainable Development Goals (SDGs) in Malaysia and similarly affected countries. Please refer to the Supplementary Material section to find this article's Community and Social Impact Statement. © 2023 John Wiley & Sons Ltd.