Genda is a magazine intersecting Western and Eastern culture. Two sets of editorial staff – one in Italy and one in China – first identify a common theme which is then elaborated through the misunderstandings and complicities at the base of every concrete exchange. Genda is born from a misunderstanding: it is the Western mangling of the popular Chinese Zhenda – ‘Really?’; it is also the name of the preferred flower of Hindu rites and celebrations. The magazine is a container of accidental, compressed, distant yet dangerously similar material. Its symmetrical structure separates the two spheres which are then recomposed and redistributed through the binding.