The hexameric sequence ACGTCA functions in transcriptional regulation of wheat histone genes. The cauliflower mosaic virus (CaMV) 35S RNA promoter has the same hexameric sequence, and mutation analyses confirmed that the hexamer contributed greatly to transcription from the 35S promoter when a test gene with this promoter was introduced into sunflower cells. Electrophoretic mobility shift assays revealed the existence of a nuclear protein(s) in sunflower cells which is homologous to the HBP-1b that has been identified as binding to the 35S promoter in wheat. These results provide evidence of the involvement of the hexameric sequence and the HBP-1b-like DNA binding protein(s) in transcription from the 35S promoter.