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During the last two decades, economic studies on happiness have grown rapidly in particular, studies on the effect of income on happiness. Ng (Pac Econ Rev 7(1):51–63, 2002) has highlighted the East-Asian happiness gap. The East Asian countries, China, Hong Kong, Taiwan, Korea, Japan, Singapore, are performing well economically, however, performing poorly in happiness. Societal values have been suggested to be the potential explanation of this happiness gap. Nevertheless, the effects of societal values on happiness are yet to be explored fully. This paper aims to estimate the effect of income on happiness and examine the moderating effect of societal values in the context of the East-Asian happiness gap using the World Values Survey (WVS) data. The WVS (waves 6, 2010–2014) consists of nationally representative sample of 14,447 respondents from the various East and South Asian countries. It provides measurements of societal values, subjective well-being and other socio-demographic variables including income. We found that the effect of income on happiness is the lowest (and insignificant) in Thailand and Philippines; and the highest (and strongly significant) in South Korea and Taiwan. The effect of income becomes insignificant once it is moderated by the societal values. Societal values matter to explain the East-Asian happiness gap and might refute the relevance of Easterlin paradox. [ABSTRACT FROM AUTHOR]