This study was conducted to investigate the hypocholesterolemic effects of porphyran and insoluble dietary fiber isolated from laver in rats fed high fat diet containing 1% cholesterol, 0.25% sodium cholate and 12% lard. Rats were fed, ad libitum, diets containing 5% diet fiber as cellulose(normal control or high fat control), porphyran or insoluble dietary fiber for 4 weeks. Among the groups fed high fat diet, liver weight was significantly lower in high fat porphyran group than high fat control. Plasma GOT, GPT, total cholesterol, cholesteryl ester, LDL-cholesterol and liver total cholesterol concentration were significantly lower in high fat porphyran group than high fat control. The feeding of porphyran significantly increased fecal cholesterol and bile acid excretion. The feeding of insoluble dietary fiber had no significant effect on either plasma or liver cholesterol levels, although fecal cholesterol level in the insoluble dietary fiber group was significantly higher than that in the high fat control. The results indicate that porphyran isolated from the laver may exert their hypocholesterolemic effect by increasing excretion of fecal bile acid and cholesterol.