Republic of Korea

In 1997, Seung-Kwon Noh accomplished what nobody had done before. Using a unique process developed with the assistance of Korea's Su-Wan University, he liquefied plant sterol - resulting in a substance that is a new and potent ally in the global fight against cholesterol.

Noh's investigation has produced his company Eugene Science's star product: "CholZero." He explains: "Our product tastes just like ordinary food, with an important function. By consuming just one bottle or can a day, the body's absorption of cholesterol is blocked for 24 hours. You can have eggs every day if you want and your body will not absorb the 'bad' LDL cholesterol. Use CholZero for four weeks and you will note noticeable reductions in cholesterol levels in your blood, and a reduction in arterial plaque."

Available in various forms, Ucole (the company's brand name for the active substance) has almost limitless applications for food products. Cholesterol-lowering chewing gum and countless other innovative options are currently being discussed with confectionery and beverage companies worldwide.
Noh Seung Kwon; president of Eugene Science

Currently the only company in the world with this technology, Eugene Science is a specialist in the production of raw material. It was with the cooperation of its Japanese partners Hokuyo Koeki and Meiji Seika that CholZero was formulated and introduced to Japan.

But, the company's efforts do not stop with Ucole. Utilizing its know-how, Eugene Science is planning an assault on three of the world's top killer diseases. "By closely studying heart disease, obesity and diabetes, we think we will make progress in reducing the frequency and severity of these maladies," comments Noh, the company's president. "Current treatments only work on about 80 percent of patients. For the rest, currently available drugs do not work."

In relation to these genetically-linked ailments, Eugene Science is assembling a massive genetic database to be completed by 2010. Once finished, specific prescription and diet recommendations will be tailored to an individual's genetic makeup, dramatically increasing the effectiveness of treatments.

"This business model is very close to that of the automotive industry," he concludes. "We will provide the best product to the individual at the cheapest price, and help people lead better lives along the way."

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