Khaby Lame, the Senegalese-born TikTok star with the largest following on the platform, has struck a landmark commercial deal valued at approximately $900 million, marking one of the most significant monetisation moves ever by a global digital creator.
The transaction involves the partial sale of his company, Step Distinctive Limited, to Rich Sparkle Holdings, a United States-listed firm that disclosed the acquisition alongside a broader strategic partnership focused on scaling Lame’s commercial operations worldwide.Under the agreement, Rich Sparkle, through its operating partners, will hold exclusive rights to Khaby Lame’s global commercial activities for an initial period of 36 months.These rights cover brand partnerships, endorsements, licensing, and e-commerce ventures, signalling a shift from traditional influencer marketing to a platform-driven business model.
Rich Sparkle estimates that the integrated structure combining traffic, fulfilment, operations, and proprietary technology could eventually generate more than $4 billion in annual sales once fully implemented.As part of the deal, Khaby Lame will become a controlling shareholder in Rich Sparkle Holdings, positioning him not just as a creative partner but as an equity stakeholder in the commercial infrastructure built around his brand.
This is not just an equity acquisition, but a revolution in the global content e-commerce model,” the company said, adding that the combination of a US-listed platform, globally recognised content IP, and supply chain expertise could unlock unprecedented shareholder value.
The rollout of the commercial strategy will initially focus on the United States, the Middle East, and Southeast Asia, with execution planned over the next three years. Rich Sparkle will work with Anhui Xiaoheiyang Network Technology Co., Ltd., a China-based content commerce operator with experience in large-scale creator-led e-commerce
Khaby Lame rose to global prominence through silent, minimalist videos that humorously dismantle overly complicated life hacks. His wordless format has allowed him to transcend language barriers and build a vast, culturally diverse audience at remarkable speed.He currently commands an estimated 360 million followers across social media platforms, making him one of the most influential digital figures in the world and a rare example of truly global creator reach.
Beyond conventional commerce, the agreement also authorises the development of an AI-powered digital twin of Lame, enabling regulated use of his facial features, voice patterns, and behavioural cues.Rich Sparkle says this could support multilingual content, virtual livestreams, and round-the-clock engagement.The broader strategy also includes premium brand collaborations and co-branded intellectual property in sectors such as beauty, fragrance, and apparel, highlighting how creator influence is increasingly being transformed into long-term industrial-scale businesses.
