Reimagining affordable housing through the process of urban regeneration is a multifaceted approach to addressing the growing patterns and challenges of housing affordability and urban development. The development cost of affordable housing in the regeneration process has become a more ticklish issue globally. The process of socio-physical decline in the historic city center of Johor Bahru City has been inseparable from the decline of the purchasing power of the middle-income group. In recent decades, the statistical data on population growth and housing shows a recessive demographic trajectory for the city of Johor Bahru. Therefore, this paper explores the vital relationship between affordable housing and the process of urban regeneration, focusing on reimagining how urban development initiatives can address the pressing need for affordable housing in such growing urban centers.