Hubwards is a direction popularized by Terry Pratchett’s Discworld series.
The main idea is that if you are standing on a disc, and face the hub or center of the disc, then you are oriented hubwards. The opposite orientation is rimwards.
Up and down are inappropriate terms. As are north and south, since neither exist.
East and west do not exist either on a disc, due to its nature, and hemispheres cannot be identified. So, in their place we get turnwise, and widdershins.