The present study extends those previous findings by showing that the activation of PKCα by a novel agonist, CGK062, promotes β-catenin degradation in three cancer cell lines - PC3 (prostate cancer), SNU475 (hepatoma), and SW480 (colon cancer) -which display aberrant up-regulation of the intracellular β-catenin level. The gene discussed is PRKCA; the disease is hepatocellular carcinoma.