The proliferation of trendy cafes is a phenomenon observed in many urban centers worldwide, including Malaysia. In recent years, there has been a noticeable increase in the number of trendy cafes opening in cities like Johor Bahru, driven by the influence of globalization. 

Looking ahead, sustainability is poised to revolutionize and become a game changer for current trendy cafés. I believe it will mark the fourth wave of coffee, transforming the industry's direction. To break free from the vicious cycle and build a stronger community, we need to embed sustainability throughout the entire coffee journey, from production to consumption. That's why we're creating a hub in downtown Johor Bahru. This hub will be the heart of coffee culture, offering guidance to café owners and encouraging them to think outside the box.

This proposal emphasizes the importance of creating an architecture that is not only functional but also a cultural catalyst and a work of art in its own right. The Coffee Incubator Hub will be a testament to these ideals, continuing to inspire and engage visitors from around the world.