Khaby Lame, the world’s most-followed TikTok creator known for his silent comedy skits, has sold his company Step Distinctive Limited in a transaction valued at approximately $975 million (about Rs. 8,980 crore), according to media reports.
The deal, concluded through an all-stock transaction with Hong Kong-based Rich Sparkle Holdings, grants the acquiring firm exclusive rights to manage the global commercial activities of Lame’s brand for an initial period of 36 months. Under the agreement, Rich Sparkle will oversee his TikTok Shop, livestream operations, brand partnerships and content licensing, among other commercial ventures.
A key element of the transaction is the development of an AI-powered “digital twin” based on Lame’s facial features, voice and behavioural pattern, a move designed to expand his reach through multilingual content, virtual livestreams and 24/7 digital engagement without needing Lame’s direct involvement.
Despite the sale, Lame retains influence in the business: as part of the share-based deal, he becomes a controlling shareholder in Rich Sparkle Holdings, holding equity even as operational control for his brand transitions to the buyer.
Lame’s rise from a former factory worker in Italy to one of the most recognisable faces on the internet reflects the exploding power of digital platforms. His silent reaction videos, which poke fun at overcomplicated life hacks, have earned him well over 160 million followers on TikTok and massive engagement worldwide.
By blending influencer content with equity and technology, the Khaby Lame deal highlights how creator brands are evolving into full-fledged commercial ecosystems.
