The EP1 prostanoid receptor is one of four subtypes whose cognate physiological ligand is prostaglandin-E2 (PGE 2 ). It is in the family of G-protein-coupled receptors and is known to activate Ca 2ϩ signaling, although relatively little is known about other aspects of E-type prostanoid receptor (EP) 1 receptor signaling. In human embryonic kidney (HEK) cells expressing human EP1 receptors, we now show that PGE 2 stimulation of the EP1 receptor up-regulates the expression of hypoxia-inducible factor-1␣ (HIF-1␣), which can be completely blocked by pertussis toxin, indicating coupling to G i/o . This up-regulation of HIF-1␣ occurs under normoxic conditions and could be inhibited with wortmannin, Akt inhibitor, and rapamycin, consistent with the activation of a phosphoinositide-3 kinase/Akt/ mammalian target of rapamycin (mTOR) signaling pathway, respectively. In contrast to the hypoxia-induced up-regulation of HIF-1␣, which involves decreased protein degradation, the up-regulation of HIF-1␣ by the EP1 receptor was associated with the phosphorylation of ribosomal protein S6 (rpS6), suggesting activation of the ribosomal S6 kinases and increased translation. Stimulation of endogenous EP1 receptors in human HepG2 hepatocellular carcinoma cells recapitulated the normoxic up-regulation of HIF-1␣ observed in HEK cells, was sensitive to pertussis toxin, and involved the activation of mTOR signaling and phosphorylation of rpS6. In addition, treatment of HepG2 cells with sulprostone, an EP1-selective agonist, up-regulated the mRNA expression of vascular endothelial growth factor-C, a HIF-regulated gene. HIF-1␣ is known to promote tumor growth and metastasis and is often up-regulated in cancer. Our findings provide a potential mechanism by which increased PGE 2 biosynthesis could up-regulate the expression of HIF-1␣ and promote tumorigenesis. E-type prostanoid receptors (EP) are the receptors that mediate the actions of prostaglandin E 2 (PGE 2 ) and are members of the superfamily of G-protein coupled receptors.There are four primary subtypes of EP receptors, named EP1, EP2, EP3, and EP4. The EP1, EP2, and EP3 receptors were initially classified on the basis of their pharmacology and upon differences in their functional effects on various types of smooth muscle, as well as their activation of second-messenger signaling pathways (Coleman et al., 1994). Thus, PGE 2 stimulation of EP1 receptors produced contractile responses that could be selectively blocked with 8-chloro-dibenz [b,f][1,4]oxazepine-10(11H)-carboxy-(2-acetyl)hydrazide (SC-19220) and were involved in the mobilization of intracellular Ca 2ϩ . PGE 2 stimulation of EP2