Khaby Lame, the Senegalese-born TikTok sensation with the largest following on the planet, has pulled off one of the boldest business moves in creator history, sealing a $900 million acquisition and strategic partnership deal that redefines how digital influence translates into serious money.
The deal sees Lame partially sell his company, Step Distinctive Limited, to US-listed Rich Sparkle Holdings, granting the firm exclusive global commercial rights to his brand for an initial 36 months.
But this is no ordinary influencer agreement.
Under the transaction, Khaby Lame becomes a controlling shareholder in Rich Sparkle Holdings — a decisive shift from brand ambassador to power player, embedding the creator directly into the equity and infrastructure driving his global empire.
Rich Sparkle will control all major commercial channels tied to Lame’s brand, including endorsements, licensing, brand partnerships, and e-commerce, signalling a clean break from one-off influencer deals toward a fully integrated creator-commerce machine.
“This is not just an equity acquisition, but a revolution in the global content e-commerce model,” the company said, describing a model that blends a US-listed platform, globally recognised content IP, and industrial-scale supply chain capabilities.
The company estimates that once fully operational, the ecosystem could generate over $4 billion in annual sales.
Execution of the strategy will roll out over the next three years, beginning with the United States, the Middle East, and Southeast Asia. Rich Sparkle will partner with Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based content commerce heavyweight known for scaling creator-led platforms at speed.
Khaby Lame’s rise has been nothing short of viral poetry. Armed with silence, facial expressions, and ruthless simplicity, he built a global following by exposing the absurdity of overcomplicated life hacks — no language required.
That formula delivered him an audience of more than 360 million followers across platforms, making him one of the most recognisable digital faces on Earth.
Now, the brand is going even further.
The agreement also greenlights the creation of an AI-powered digital twin of Khaby Lame, enabling controlled use of his face, voice, and behavioural cues for multilingual content, virtual livestreams, and 24/7 global engagement.
Beyond screens, the strategy extends into premium consumer brands, with co-branded intellectual property planned across beauty, fragrance, apparel, and lifestyle products.
From silent skits to shareholder clout, Khaby Lame’s $900 million deal marks a new era — where creators don’t just influence markets, they own them.
