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.  

Despite its global popularity, the coffee industry faces significant inequalities, particularly in the distribution of wealth. While first-world countries dominate the high-profit segments of the coffee supply chain—such as roasting, branding, and retailing—coffee farmers in third-world countries remain in poverty, struggling with low-margin crops and economic instability. These disparities are deeply rooted in systemic issues that have persisted for decades.

This proposal is to design a centralized urban coffee incubator that addresses social and economic inequalities in the coffee industry through fair trade and equitable practices, setting a minimum quality standard and fostering sustainability to support the future of coffee.