The Hong Kong company aims to strike gold by expanding the global appeal of traditional Chinese medicines and by using modern drug development methods to unearth new drugs within Chinese medicinal herbs.

FORBES: Magazine Article

In the 1990s several big pharmaceutical firms, including Bayer AG of Germany, Eli Lilly and Pfizer, formed alliances with Chinese research institutes or companies that specialized in traditional Chinese medicines, aiming to apply modern drug-hunting techniques to screen Chinese herbal medicines for potential Western blockbusters.

FORBES: Magazine Article

In the 1990s several big pharmaceutical firms, including Bayer (nyse: BAY - news - people ) AG of Germany, Eli Lilly and Pfizer, formed alliances with Chinese research institutes or companies that specialized in traditional Chinese medicines, aiming to apply modern drug-hunting techniques to screen Chinese herbal medicines for potential Western blockbusters.

FORBES: Ancient Secrets

Officially, 1, 273 Western drug formulations are sold in China, far more than the 564 traditional Chinese medicine formulas, according to the 2005 Chinese Pharmacopoeia.

FORBES: Ancient Secrets

Some drug firms, such as Pfizer, are collaborating with the Chinese government to find out how traditional therapies act.

ECONOMIST: Eastern promise