Khaby Lame Sells Company in Landmark $975 Million All‑Stock Deal

Senegalese‑Italian TikTok star Khaby Lame has agreed to sell his core company, Step Distinctive Limited, the entity that manages his global brand and commercial activities, to Hong Kong‑based, publicly traded Rich Sparkle Holdings in a transaction valued at about $975 million, according to a U.S. Securities and Exchange Commission (SEC) filing.

Rich Sparkle Holdings is a Hong Kong‑based holding company listed on the Nasdaq that specialises in acquiring and commercialising digital and e‑commerce assets. Under the terms disclosed, the acquisition of Step Distinctive will be executed by issuing 75 million ordinary shares of Rich Sparkle to the vendors, effectively making Lame a controlling shareholder in the combined entity.

How the Deal Works

Before the acquisition, Khaby Lame, 25, owned 49 per cent of Step Distinctive Limited, a company incorporated in the British Virgin Islands that oversees his commercial operations, including brand partnerships, licensing, and merchandise endeavours. Under the new structure, Step Distinctive will continue to be led by Lame, but with broader strategic alignment under Rich Sparkle’s umbrella.

The all‑stock nature of the transaction means Lame receives equity rather than cash, aligning his financial upside with Rich Sparkle’s future performance. As a result, Lame moves beyond being merely a contracted influencer to having a stake in a publicly traded company.

Rich Sparkle says that Lame’s fan‑base commercialisation could generate more than $4 billion in annual sales, particularly through livestream e‑commerce and AI‑assisted content across global markets, a projection rooted in the growing livestream commerce sector.

As part of the agreement, Lame also authorised the use of his Face ID, Voice ID and behavioural models for the development of an “AI Digital Twin”, a technology designed to create multilingual, cross‑time‑zone livestream e‑commerce content that can operate independently of real‑time production constraints.

The Creator Behind the Numbers

Khaby Lame, born Khabane Serigne Lame in Dakar, Senegal, in 2000 and raised in Italy, rose to global prominence through silent comedy skits on TikTok that lampoon overly complicated “life hacks.” His minimalist, wordless humour enabled his content to transcend language barriers, helping him become the most‑followed person on TikTok, with more than 160 million followers and billions of likes across platforms.

Lame’s ascendancy was rapid. After being laid off from his factory job during the COVID‑19 pandemic, he began posting on TikTok in 2020. By August 2021, just 17 months later, he hit 100 million followers, becoming the second creator in TikTok history and the first Europe‑based user to reach that milestone.

His global profile has led to major brand collaborations and media appearances, including a Met Gala red‑carpet walk and a role in a 2023 Super Bowl campaign.

Livestream Commerce and the AI Pivot

The deal comes at a moment when livestream e‑commerce is a booming global phenomenon, particularly in China, where it generated about more than $40 billion in sales in 2024 and is projected to grow rapidly in the decade ahead. Platforms like TikTok Shop and apps such as Whatnot have begun replicating similar models in the United States and other markets, combining live engagement with direct commerce.

By integrating AI technology, specifically, an AI Digital Twin based on his biometric data,  Lame and Rich Sparkle are positioning themselves at the intersection of content, commerce and automation. This technology could enable continuous, real‑time engagement across time zones without requiring the physical presence of the creator, a potentially transformative model for global digital commerce.